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@article{DJM33955, author = {Tommy Yon Prakoso and Retno Hidayati}, title = {ANALISIS PENGARUH KUALITAS LAYANAN DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Smartphone Samsung di Semarang)}, journal = {Diponegoro Journal of Management}, volume = {11}, number = {2}, year = {2022}, keywords = {Keywords: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty}, abstract = { ABSTRACT Technology developments are getting faster and faster, this leads to intense competitio n between companies. Companies must retain th eir customers by building loyalty so that consumers do not switch to competitors. Seeing these conditions, this study aims to analyze service quality and brand image on consumer loyalty through customer satisfac tion as an intervening variable for Samsung c onsumers in Semarang. The population used in this study are consumers who have purchased smartphone Samsung more than 1 time or consumers who have used smartphone Samsung for more than 1 year in Semarang. The nu mber of samples used in this study were 150 r espondents. The method of data collection is done through a questionnaire. The data obtained were then processed and analyzed using the Structural Equation Modeling (SEM) analysis techniques with AMOS 24.0 analy sis tool. The results of this study indicate that Customer Satisfaction has a positive and significant effect on Customer Loyalty. Service Quality has a positive and significant effect on Customer Loyalty. Service Quality has a positive and significant eff ect on Customer Satisfaction. Brand Image has a positive and significant effect on Customer Loyalty. Brand Image has a positive and significant effect on Customer Satisfaction. Service Quality has a positive and significant effect on Brand Image. }, issn = {2337-3792}, url = {https://ejournal3.undip.ac.id/index.php/djom/article/view/33955} }
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