CD Skripsi

Pengaruh Brand Equity Dan Kualitas Produk Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Pada Kartu Perdana Internet Tri (Pengguna Smartphone Di Pekanbaru)

---

This research conducted to find out the effect of Brand Equity and Quality of Products to Customer Satisfaction and Customer Loyalty Sim Card Internet Tri in Pekanbaru. There are four variables in this research such as Brand Equity (X1), Quality Products (X2), Customer Satisfaction (Y1) and Customer Loyalty (Y2). Population of this research is all Sim Card Internet Tri customers who use the smartphone in Pekanbaru with a sample of 110 respondents were selected by simple random sampling method with the criterion that customers already use for at least six months of usage. Collecting data of this research that is by giving questionnaires to respondents. Analysis of study data using Path Analysis Method using SPSSversion 20.
Based on the results of hypothesis testing, the results of research that Brand Equity and Quality Products significant and positive effect on customer satisfaction. Customer satisfaction and significant positive effect on customer loyalty. Brand Equity has a moderate effect on Customer Loyalty moderated by Customer Satisfaction. While the quality of products have a strong effect on Customer Loyalty moderated by Customer Satisfaction. Researchers suggest that the company Tri order to improve product quality due to product quality has a strong effect on Customer Satisfaction and Customer Loyalty in order to increase Customer Satisfaction and Customer Loyalty Sim Card Internet Tri in Pekanbaru.
Keywords : Brand Equity, Quality Products, Cuctomer Satisfaction, Customer Loyalty

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

02 02. 116 (0115)

Penerbit

Pekanbaru : Universitas Riau - Fakultas Ekonomi - Manajemen., 2016

Deskripsi Fisik

xiv, 88 hlm.: ill.; 29 cm

Bahasa

ISBN/ISSN

-

Klasifikasi

02 02. 116 (0115)

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar