HUBUNGAN KUALITAS LAYANAN, HARGA WAJAR, KUALITAS PRODUK, CITRA MEREK TERHADAP LOYALITAS DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada BRI Unit Makamhaji Kantor Cabang Solo Kartasura)

Ardhian P.S, Rendy (2014) HUBUNGAN KUALITAS LAYANAN, HARGA WAJAR, KUALITAS PRODUK, CITRA MEREK TERHADAP LOYALITAS DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada BRI Unit Makamhaji Kantor Cabang Solo Kartasura). Masters thesis, Universitas Sebelas Maret.

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    Abstract

    This study aims to develop a model of the factors that shape customer loyalty BRI by analyzing the relationship between the variables of service quality, cost, product quality, brand image and customer satisfaction to customer loyalty variables. In addition, this study also intends to determine the role of customer satisfaction on brand variables as mediating. This research is correlational and the method used was a survey method. The population in this study is Makamhaji BRI customers who intend to loyal to Country BRI. Samples were taken of 200 respondents using purposive sampling method. Analysis tools used Structural Equation Modeling (SEM) with AMOS 6.0 statistical software. The results show that the model developed in this study setting is an alternative model that can be used to explain the factors forming customer loyalty to Makamhaji BRI. In this case, customer loyalty proved to be formed by the variable quality of service, cost, product quality, brand image. In addition, customer satisfaction variables that are known to mediate the relationship between service quality, cost, product quality, brand image loyalty. Thus, the customer is satisfied with the banks, will increase their loyalty to the BRI. The results of this study are expected to explain the process of establishing customer loyalty and provide insight to marketers as input in designing strategies to increase customer loyalty. This study is also expected to be developed and tested in different contexts. Keywords: loyalty, satisfaction

    Item Type: Thesis (Masters)
    Subjects: H Social Sciences > HJ Public Finance
    Divisions: Pasca Sarjana > Magister > Magister Manajemen
    Depositing User: Minardi Aris
    Date Deposited: 25 Sep 2015 01:07
    Last Modified: 25 Sep 2015 01:07
    URI: https://eprints.uns.ac.id/id/eprint/19509

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