CD Skripsi

Pengaruh Country Of Origin Terhadap Loyalitas Pelanggan Dengan Brand Image Sebagai Variabel Intervening (Survei Konsumen Produk Smartphone Samsung Di Pekanbaru)

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This study aims to determine the effect of country of origin on customer
loyalty with brand image as an intervering variable for consumer surveys of
Samsung smartphone products in Pekanbaru. The independent variable is country
of origin (X) and the intervening variable is brand image (Z). Meanwhile, what is
used as the dependent variable (Y) is customer loyalty. This research uses a
questionnaire with a scale of measurement using a Likert scale. The analysis
technique used is SEM and PLS analysis. Data analysis using linear regression
analysis using SmartPLS 3.3 software
The population in this study were 100 consumers of Samsung smartphone
products in Pekanbaru who were obtained using the Slovin formula. The results of
the tests conducted show that country of origin has a positive and significant
effect on customer loyalty, country of origin has a positive and significant effect
on customer loyalty, brand image has a positive and significant effect on customer
loyalty and country of origin has a positive and significant effect on customer
loyalty with brand image as a intervening variables.
Keywords: Country of Origin, Brand Image, Customer Loyalty.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0006)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

x, 135 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0006)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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