PENGARUH CUSTOMER SATISFACTION DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION PADA BRAND XING FU TANG DI SURABAYA

Theresa Kirana

Abstract


Kegiatan penelitian ini bertujuan untuk mengetahui tentang pengaruh antara Customer Experience terhadap Customer Satisfactionmelalui Brand Imagesebagai variabel mediasi pada brandbubble-tea bernama Xing Fu Tang di Surabaya. Penelitian ini dilakukan dengan metode kuantitatif menggunakan kuesioner yang diukur menggunakan skala 5 Likert. Kegiatan penelitian dilakukan pada 140 sampel penelitian dan dianalisa menggunakan SmartPLS 3.3.2. Hasil dari analisis menunjukkan bahwa Customer Experience memiliki pengaruh positif dan signifikan terhadap Customer SatisfactionCustomer Experience memiliki pengaruh positif dan signifikan terhadap Brand Image, dan Brand Imagememiliki pengaruh positif dan signifikan terhadap Customer Satisfaction


Keywords


customer experience; brand image; customer satisfaction; brand.

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