CD Tesis

Pengaruh Bauran Pemasaran Jasa Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Usaha Rumah Kost Di Panam Pekanbaru Dengan Kepuasan Pelanggan Sebagai Variabel Mediator

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This research aims to find out and analyze the influence of the service
marketing mix and quality of service on customer loyalty at boarding house
businesses in Panam Pekanbaru with customer satisfaction as a mediator
variable.
The method used in this study is quantitative. The type and source of data
in this study is primary data obtained from empirical research results through the
dissemination of questionnaires to boarding house customers in Panam
Pekanbaru who were sampled, the sample in this study amounted to 140 people.
The analysis technique used is SEM SMART-pls 3.0.
The results of research on boarding house businesses in Panam
Pekanbaru showed that: (1) The service marketing mix directly affects the
satisfaction of customers. (2) The quality of service directly affects the
satisfaction of the customer. (3) The service marketing mix directly affects the
loyalty of the customer. (4) The quality of service does not directly affect the
loyalty of the customer. (5) The service marketing mix has an indirect effect on
customer loyalty through customer satisfaction. (6) The quality of service has an
indirect effect on customer loyalty through customer satisfaction. (7) Customer
satisfaction directly affects customer loyalty at boarding house business in Panam
Pekanbaru.
The most influential indicator of customer loyalty through the mediation of
customer satisfaction for the variable marketing mix of services is the process and
for the quality of service is tangible. Meanwhile, the indicators that are influential
but need to be improved for the marketing mix are people and physical evidence
while for service quality are empathy, responsivness, reliability and assurance
Key Words : Service Marketing, Service Quality, Customer Satisfaction and
Customer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1910247899

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1910247899

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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