PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN (STUDI PADA PENGGUNA GOJEK DI JAKARTA SELATAN)

Kinka Kilany, . (2024) PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN (STUDI PADA PENGGUNA GOJEK DI JAKARTA SELATAN). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Marketing in the era of the digital service industry is important to understand in order to help technology companies, especially in the field of multiservice services in Indonesia, to maintain their position and competitiveness. The purpose of this study was to determine and analyze the effect of service quality and brand image on customer loyalty through Gojek customer satisfaction in South Jakarta. The population in this study are Gojek users who are active and domiciled in South Jakarta and have used Gojek services. The sample used in this study was 100 respondents. The analysis technique used is Partial Least Square (PLS) with SmartPLS 4.0 software. The results obtained are, service quality has a positive and significant effect on customer loyalty, brand image has no effect and is not significant to customer loyalty, service quality and brand image have a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, service quality and brand image have a positive and significant effect on customer loyalty through Gojek customer satisfaction in South Jakarta.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil; 2110111211] [Pembimbing; Prasetyo Hadi] [Penguji 1; Diana Triwardhani] [Penguji 2; Yuliniar]
Uncontrolled Keywords:	Customer Loyalty, Customer Satisfaction, Service Quality, Brand Image
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	KINKA KILANY
Date Deposited:	12 Feb 2025 14:16
Last Modified:	12 Feb 2025 14:16
URI:	http://repository.upnvj.ac.id/id/eprint/34545

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