Widjaya, Ryan Satya (2016) PENGARUH BRAND IMAGE BENEFIT DAN INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN DAN KESETIAAN PELANGGAN PADA SMARTPHONE SONY XPERIA DI JAKARTA BARAT. Skripsi thesis, UNIVERSITAS TARUMANAGARA.
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Abstract
here are four purposes in this study: First, to explore the effect
among brand image benefit and product innovation on customer loyalty.
Second, to explore the effect among brand image benefit and product
innovation to customer satisfaction. Third, to explore the effect of customer
satisfaction on customer loyalty. Fourth, to find out if customer satisfaction
is able to mediate brand image benefit and product innovation toward
customer loyalty. The population of this research are consumers of Sony
Xperia in Jakarta. The samples of this research are one hundred ninety nine
consumers Sony Xperia in West Jakarta. The method of data collection was
conducted by distributing questionnaire to 199 respondents. The technique of
data analysis used in this study was regression analysis and mediating test to
examine the hypothesis. The results are: (a) the effect between brand image
benefit and product innovation only significant on brand image benefit
toward customer loyalty; (b) the effect between brand image benefit and
product innovation only significant on brand image benefit toward customer
satisfaction; (c) customer satisfaction has a positive effect on customer
loyalty; (d) customer satisfaction only mediate the effect between brand
image benefit and customer loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 16 May 2023 02:13 |
| Last Modified: | 16 May 2023 02:14 |
| URI: | http://untar.idwordpres.com/id/eprint/39873 |
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