Haris, Ardiansyah AL-Mahbuby and Dian, Komarsyah Djuardi and Prasetya, Nugeraha (2021) DETERMINAN KEPUASAN DAN LOYALITAS KONSUMEN. jurnal Kompetitif Bisnis, 1 (5). pp. 281-293.

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Abstract

This research was pointed to decide the greatness of the impact of brand image, item esteem, and reference bunch interceded by client fulfillment on buyer dependability of Satay H. Agus. This research appliedthe combine methods (Mixed Methods) by combining two forms of research approaches, namely quantitative and qualitative. In this research, qualitative was only to strengthen the results of the quantitative. The population in this study were consumers of Satay H. Agus. The sampling technique used accidental sampling with sample of 100 respondents and 8 interviews. The data were obtained from questionnaires using a likert scale and interviews. Analysis of the research data used path analysis. The results of the study explained that brand image, product value, group reference had a significant effect on customer satisfaction and product value, and customer satisfaction had a significant effect on customer loyalty. However, brand image and reference group do not have a significant effect on consumer loyalty. The product value factor is the biggest factor affecting consumer satisfaction in shaping consumer loyalty. Keywords :Brand Image,Product Value,Group Reference,Customer Satisfaction,Consumer Loyalty.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis
Depositing User: DIAN KOMARSYAH DJUARDI
Date Deposited: 11 Nov 2021 04:56
Last Modified: 11 Nov 2021 04:56
URI: http://repository.lppm.unila.ac.id/id/eprint/35999

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