CD Skripsi

Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Maxx By Rudy Hadisuwarno Di Pekanbaru

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The purpose of this research is to determine about the impact of Brand Image and Service Quality to Customer Decision and Customer Satisfaction. The populations in this research are those who live in Pekanbaru and once used the haircut service in MAXX by Rudy Hadisuwarno in Pekanbaru. The sampling technique used the Proportionate Stratified Random Sampling, and got 100 people to be the respondents. Data analysis used path analyse which was processed with SPSS program version 18.0. The results of this research is that there is a direct impact of the Brand Image and Service Quality to the Customer Decision. There is a direct impact of Customer Decision to Customer Satisfaction. And there is an indirect impact of Brand Image and Service Quality to Customer Satisfaction through Customer Decision. Customer Decision is able to mediate the influence of Brand Image and Service Quality to Customer Satisfaction. The Companies needs to maintain their Brand Image by continuously improving their performance and guarantee for each disappointed customer, so that the companies could treat the customers better for the next time. The Companies must also maintain their Service Quality to the customers in order to provide comfort for the customers who use the haircut services.
Keywords : Brand Image, Service Quality, Customer Decision and Customer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 117 (0154)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi – Manajemen., 2017

Deskripsi Fisik

xii, 83 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 117 (0154)

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

DAUS

Versi lain/terkait

Lampiran Berkas

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