Analisis Pengaruh Service Quality, Corporate Image, Perceived Value Terhadap Brand Loyalty Toyota di Kota Batam yang Dimediasi oleh Customer Satisfaction

Siwy, Novela Fauliani (2020) Analisis Pengaruh Service Quality, Corporate Image, Perceived Value Terhadap Brand Loyalty Toyota di Kota Batam yang Dimediasi oleh Customer Satisfaction. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui hubungan yang terjadi pada service quality, corporate image dan perceived value terhadap brand loyalty dengan customer satisfaction sebagai mediasi antar variable. Variable independent dalam penelitian ini adalah service quality, corporate image, dan perceived value variabel mediasi adalah customer satisfaction dan variable dependent adalah brand loyalty. Dalam penelitian ini penulis menggunakan metode purposive Sampling dengan menyebarkan 250 set kuesioner kepada konsumen kota Batam yang membeli mobil Toyota di kota Batam. Kuesioner berisikan 25 pertanyaan yang mewakili variabel yang terkait dan peneliti melakukan pengolahan data menggunakan PLS versi 3,0. Hasil penelitian ini adalah service quality terhadap brand loyalty memiliki pengaruh yang signifikan, corporate image terhadap brand loyalty memiliki pengaruh signifikan, perceived value terhadap brand loyalty memiliki pengaruh yang signifikan, service quality berpengaruh signifikan terhadap brand loyalty dimediasi oleh customer satisfaction, corporate image signifikan terhadap brand loyalty yang dimediasi oleh customer satisfaction. Perceived value berpengaruh signifikan terhadap brand loyalty dimediasi oleh customer satisfaction . ********************************************************************** The purpose of this research is to know the relationship that occurs in service quality, corporate image and perceived value to the brand loyalty with customer satisfaction as a mediation between variables. Variable Independent in this study is service quality, corporate image, and perceived value, variable mediation is customer satisfaction and variable dependent is brand loyalty. In this research the author used purposive Sampling method by spreading 250 set of questionnaires to Batam city consumers who bought Toyota cars in the city of Batam. Questionnaire contains 25 questions representing the associated variables and researchers doing data processing using PLS version 3.0.. The results of this research is service quality to the brand loyalty has a significant influence, corporate image to the brand loyalty has a significant influence, perceived value to the brand loyalty has a significant influence, service quality has significant effect to the brand loyalty is mediated by customer satisfaction, corporate image has significant effect to the brand loyalty is mediated by customer satisfaction. Perceived value has significant effect to the brand loyalty is mediated by customer satisfaction.

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