PENGARUH BRAND IMAGE, SERVICE QUALITY, TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION: Studi Kasus: Pelindo Residance & Convention

NABILA FARHANA GANI, . (2024) PENGARUH BRAND IMAGE, SERVICE QUALITY, TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION: Studi Kasus: Pelindo Residance & Convention. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of Brand Image and Service Quality on Customer Loyalty with Customer Satisfaction as a mediating variable at Pelindo Residence & Convention. A quantitative approach was used, with data collected through surveys of hotel guests. The data analysis method employed was Structural Equation Modeling (SEM) to test the proposed hypotheses. The results reveal that Brand Image and Service Quality significantly affect Customer Satisfaction and Customer Loyalty. Customer Satisfaction is proven to mediate the relationship between Brand Image, Service Quality, and Customer Loyalty, highlighting the crucial role of Customer Satisfaction in strengthening Customer Loyalty. This study offers practical implications for Pelindo Residence & Convention management in designing strategies to enhance Customer Loyalty by improving Brand Image and Service Quality. By focusing on these factors, the company can create a more positive customer experience, ultimately leading to stronger Customer Loyalty and supporting long-term business growth.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111177] [Pembimbing: Guntur Syahputra Saragih] [Ketua Penguji: Diana Tri Wardhani] [Penguji 1: Lina Aryani]
Uncontrolled Keywords: Brand Image, Service Quality, Customer Satisfaction, Customer Loyalty, Hotel Industry, Pelindo Residence & Convention.
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: NABILA FARHANA GANI
Date Deposited: 28 Jan 2025 13:11
Last Modified: 20 Feb 2025 08:10
URI: http://repository.upnvj.ac.id/id/eprint/35668

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