Analisis Pengaruh Customer Satisfaction, Perceived Value, Resistance to Change, Brand Affect, Trust dan Brand Equity Terhadap Customer Loyalty

Sherly, Sherly (2012) Analisis Pengaruh Customer Satisfaction, Perceived Value, Resistance to Change, Brand Affect, Trust dan Brand Equity Terhadap Customer Loyalty. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This research was conducted to analyze the impact customer satisfaction, perceived value, resistance to change, brand affect, trust and brand equity to customer loyalty on the twenty largest manufacturing companies in Batam. The statistical methods used to test the research hypothesis is a multiple regression method with more than one independent variable units. As an independent variable is the customer satisfaction, perceived value, resistance to change, brand affect, trust and brand equity while as the dependent variable is the customer loyalty. The primary data obtained directly from the object of research. The respondents were all employees with positions ranging from general manager to supervisor. Questionnaires were distributed 200 questionnaires. The sampling method used is based on the non-probability sampling. Results showed that customer satisfaction, resistance to change, and brand affect are significant to customer loyalty, while perceived value, trust and brand equity are not significant to customer loyalty. Keywords: Customer satisfaction, Perceived value, Resistance to change, Brand affect, Trust, Brand equity and Customer loyalty.

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