Prahasty, Nelam Ajeng (2022) Pengaruh brand image, product quality, experiential marketing terhadap customer satisfaction dan dampaknya terhadap Customer loyalty. Sarjana thesis, Universitas Muria Kudus.

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Abstrak

This study aims to analyze the effect of brand image, product quality, experiential marketing on customer satisfaction and their impact on customer loyalty (case study on Larissa Aesthetic Center Kudus). In this study using quantitative methods. The population of this research is all consumers who use the product Larissa Aesthetic Center Kudus Branch. The sample of this research is 125 respondents. Analysis of the data used (SEM) Structural Equatuion Modeling which is operated through the AMOS program. The results of the analysis in the study are as follows: (1) brand image has a positive and significant effect on customer satisfaction. (2) product quality has a positive and significant effect on customer satisfaction. (3) experiential marketing has a positive and significant effect on customer satisfaction. (4) customer satisfaction can be an intervening variable between the direct influence of brand image on customer loyalty. (5) customer satisfaction can be an intervening variable between the direct influence of brand image on customer loyalty. (6) customer satisfaction is not an intervening variable between the direct effect of experiential on customer loyalty. (7) customer satisfaction has a positive and significant effect on customer loyalty.

Item Type:	Skripsi/ Thesis (Sarjana)
Dosen Pembimbing:	Pembimbing 1: Drs. H. Muhammad Masruri,MM. Pembimbing 2: Nurul Rizka Arumsari, SE., MM.
Kata Kunci:	Brand Image, Product Quality, Experiential Marketing, Customer Satisfaction, Customer Loyalty
Subjects:	Ilmu-ilmu Sosial > Teori Ekonomi > Ekonomi sebagai ilmu. Hubunugan dengan subjek lain Ilmu-ilmu Sosial > Teori Ekonomi
Program Studi:	Fakultas Ekonomi > Manajemen (S1)
Depositing User:	Mr Firman Al Mubaroq
Date Deposited:	02 Dec 2022 20:39
Last Modified:	02 Dec 2022 20:39
URI:	http://eprints.umk.ac.id/id/eprint/16874

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