Pengaruh brand awareness dan brand image terhadap customer satisfaction melalui perceived quality pada pengguna mobil Wuling di Surabaya

Ryan, Kevin (2020) Pengaruh brand awareness dan brand image terhadap customer satisfaction melalui perceived quality pada pengguna mobil Wuling di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh Brand Awareness, Brand Image terhadap Customer Satisfaction melalui Perceived Quality pada pengguna mobil Wuling di Surabaya. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel menggunakan non probability sampling dengan cara purposive sampling. Responden dalam penelitian ini adalah seluruh pengguna mobil Wuling di Surabaya, sedangkan sampel diambil sebanyak 170 responden. Data dalam penelitian ini dikumpulkan dengan menyebarkan kuesioner dengan menggunak google form (online). Teknik analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan program LISREL Hasil dalam penelitian ini dapat disimpulkan bahwa: Brand Awarness berpengaruh positif dan signifikan terhadap Perceived Quality, Brand Image berpengaruh positif dan signifikan terhadap Perceived Quality, Perceived Quality terhadap Customer Satisfaction, Brand Awarness berpengaruh positif dan signifikan terhadap Customer Satisfaction melalui Perceived Quality, Brand Image berpengaruh positif dan tidak signfikan terhadap Customer Satisfaction melalui Perceived Quality pada pengguna mobil Wuling di Surabaya.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Susilowati, Erna
NIDN0327037303
erna-s@ukwms.ac.id
Thesis advisor
Handayani, Yuliasti Ika
NIDN0717079004
yuliastiika.mail@gmail.com
Uncontrolled Keywords: Brand awarness, brand image, customer satisfaction, perceived quality
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Kevin Ryan
Date Deposited: 28 Aug 2020 07:05
Last Modified: 28 Aug 2020 07:05
URI: http://repository.ukwms.ac.id/id/eprint/23116

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