Rachmat Hutomo Rambe, . (2020) ANALISIS PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN HARGA TERHADAP LOYALITAS PELANGGAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative study that aims to determine the effect of service quality, brand image and price on customer loyalty. The population in this study were online transportation users of Gojek and Grab motorcycles in Ciputat District. The sample size was taken as many as 100 respondents, with the method of probabilty sampling research that is simple random sampling. Data collection was taken using a questionnaire via Google Form. The data analysis technique used is descriptive analysis and inferential analysis with the analysis tool used is Partial Least Square (PLS). The results showed that (1) service quality had a positive and significant effect on customer loyalty with a path coefficient of 0.218. (2) Brand image has a positive and significant effect on customer loyalty with a path coefficient of 0.446. (3) The price has a positive and significant effect on customer loyalty with a path coefficient of 0.246.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1610111201] [Pembimbing: Nobelson] [Penguji 1: Diana Triwardani] [Penguji 2: Renny Husniati] |
| Uncontrolled Keywords: | Service Quality, Brand Image, Price and Customer Loyalty |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Rachmat Hutomo Rambe |
| Date Deposited: | 26 Aug 2021 10:11 |
| Last Modified: | 26 Aug 2021 10:11 |
| URI: | http://repository.upnvj.ac.id/id/eprint/7579 |
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