CD Skripsi

pengaruh brand equity dan kualitas pelayanan terhadap loyalitas pelanggan momoyo

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This study aims to analyze the influence of brand equity and service quality on
customer loyalty of Momoyo in Pekanbaru. The research type used is descriptive
quantitative (path analysis) with the assistance of SPSS. Data collection was
conducted through questionnaires that had been tested for validity and reliability.
The research sample consisted of 100 respondents determined using accidental
sampling techniques. Data analysis was carried out using path analysis. The
results showed that brand equity and service quality simultaneously have a
significant effect on customer loyalty with an R square of 0.468. Partially, brand
equity has an influence of 0.179 and service quality 0.562 on customer loyalty.
These findings emphasize the importance of synergy between brand development
and service quality in enhancing customer loyalty and supporting long-term
marketing strategies.
Keywords: Brand equity, service quality, customer loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2005134905

Penerbit

Pekanbaru : UNRI – FKIP – Pendidikan Ekonomi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2005134905

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PENDIDIKAN EKONOMI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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