Pengaruh service quality, experiential marketing, dan product quality terhadap customer loyalty melalui customer satisfaction pada dealer Mitsubishi PT. Sun Star Motor di Surabaya

Martin, Eric (2018) Pengaruh service quality, experiential marketing, dan product quality terhadap customer loyalty melalui customer satisfaction pada dealer Mitsubishi PT. Sun Star Motor di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis faktor-faktor yang mempengaruhi customer loyalty melalui customer satisfaction pada dealer Mitsubishi PT. Sun Star Motor di Surabaya sampel yang digunakan dalam penelitian adalah 150 pengguna mobil Mitsubishi di Surabaya. Pengujian hipotesis dilakukan menggunakan analisis Structural Equation Modeling (SEM) untuk melihat pengaruh variabel service quality, experiential marketing, dan product quality terhadap customer loyalty melalui customer satisfaction. Hasil penelitian menunjukkan bahwa service quality, experiential marketing, dan product quality memiliki pengaruh signifikan terhadap customer loyalty melalui customer satisfaction pada dealer Mitsubishi PT. Sun Star Motor di Surabaya. Dengan hasil penelitian yang ada pihak manajemen PT. Sun Star Motor di Surabaya disarankan untuk lebih lagi meningkatkan kualitas pelayanan, memberikan pengalaman berkesan kepada konsumen, dan terus menjaga kualitas produk.

Item Type:	Thesis (Undergraduate)
Department:	["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords:	Service quality, experiential marketing, product quality, customer loyalty, customer satisfaction
Subjects:	Business > Management
Divisions:	Faculty of Business > Management Undergraduate Study Program
Depositing User:	Users 6106 not found.
Date Deposited:	17 Jan 2019 12:25
Last Modified:	17 Jan 2019 12:25
URI:	http://repository.ukwms.ac.id/id/eprint/16632

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