Analisis Faktor-faktor yang Mempengaruhi Brand Loyalty dengan Satisfaction sebagai Variabel Intervening pada Restoran Seafood di Batam

Novinda, Nensy (2019) Analisis Faktor-faktor yang Mempengaruhi Brand Loyalty dengan Satisfaction sebagai Variabel Intervening pada Restoran Seafood di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian dilakukan dengan tujuan untuk mengetahui faktor-faktor yang mempengaruhi brand loyalty pada restoran seafood di Batam. Variabel independen dalam penelitian ini adalah physical quality, staff behavior, brand quality, brand awareness dan brand image, sedangkan variabel dependen adalah brand loyalty. Sampel yang dipakai dalam penelitian ini sebanyak 295 data, setelah dikurangi 5 kuesioner yang tidak diisi lengkap dari 300 kuesioner yang disebarkan. Teknik pengambilan sampel penelitian dengan menggunakan judgmental sampling. Data penelitian diuji menggunakan aplikasi software SPSS 22.0 dan SmartPLS 3.0. Hasil dari penelitian menunjukkan bahwa terdapat pengaruh yang signifikan positif antara variabel physical quality, brand quality, brand awareness dan brand image terhadap satisfaction, sedangkan variabel staff behavior tidak memiliki pengaruh yang signifikan terhadap satisfaction. ********************************************************************** The research was conducted with the aim to determine the factors that influence brand loyalty in seafood restaurants in Batam. The independent variables in this study are physical quality, staff behavior, brand quality, brand awareness and brand image, while the dependent variable is brand loyalty. The sample used in this study was 295 data, after deducting 5 incomplete questionnaires from 300 distributed questionnaires. The research sampling technique uses judgmental sampling. The research data was tested using the SPSS 22.0 software application and SmartPLS 3.0. The results of the study show that there is a positive significant effect between the variables of physical quality, brand quality, brand awareness and brand image on satisfaction, while the staff behavior variable does not have a significant effect on satisfaction.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: physical quality, staff behavior, brand quality, brand awareness, brand image, satisfaction, brand loyalty
Subjects: H Social Sciences > HF Commerce > Business
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 16 Oct 2019 09:24
Last Modified: 16 Oct 2019 09:24
URI: http://repository.uib.ac.id/id/eprint/1490

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