CD Tesis

Pengaruh Ekuitas Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Suku Cadang Ac Mobil Denso Di Kota Pekanbaru

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Denso is a leading car Air Conditioner (AC) brand in Indonesia, which has collaborated with top car producers such as Mercedes Benz, Mitsubishi, Toyota, Daihatsu, Honda, Isuzu and Nissan. This research was performed to review, elaborate and create an analysis on Brand Equity impact to Customer Loyalty based on the Customer Satisfaction levels in Denso AC Spare Parts.
The population used in this research is all car owners that use Denso AC in Pekanbaru, while the samples were taken using purposive sampling methodology. Based on the selected criteria, 207 customers were selected as the research sample. This research used primary data collected using closed questionnaire method, the 1-5Likert scale and Structural Equation Modelling (SEM), which was subsequently processed using PLS 7.0 Warp Software. This research also used secondary data to assess the primary data’s theoretical implication as well as for further discussion on the impact of Brand Equity in Customer Loyalty based on Customer Satisfaction.
The path analysis results showed that Brand Equity (X) significantly impacted Customer Satisfaction (Y1);Brand Equity (X) significantly Customer Loyalty (Y2);Customer Satisfaction (Y1) significantly impacted Customer Loyalty (Y2);and Brand Equity (X) significantly impacted Customer Loyalty (Y2)through Customer Satisfaction (Y1). Therefore, Denso should maintain its Brand Equity to ensure an increase in both Customer Satisfaction and Customer Loyalty.
As reflected fromthe low R-Square coefficients, the next researcher should be advised to use additional endogenous variables, such as price and marketing mix variables which are expected to increase Customer Satisfaction and Customer Loyalty.
Key Words: Brand Equity, Customer Satisfaction, Customer Loyalty, Car AC Spare Parts,Denso

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0035)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xiii, 122 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0035)

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

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Versi lain/terkait

Lampiran Berkas

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