PENGARUH PRODUCT QUALITY TERHADAP BRAND LOYALTY KONSUMEN HONDA JAZZ DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI SURABAYA

Berlian Stevie Hartono

Abstract


Berlian Stevie

Skripsi

Pengaruh Product Quality Terhadap Brand Loyalty Konsumen Honda Jazz dengan Kepuasan Konsumen Sebagai Variabel Intervening di Surabaya

 

Tujuan penelitian ini adalah menjelaskan pengaruh product quality terhadap brand loyalty melalui kepuasan konsumen sebagai variabel mediasi. Jenis penelitian ini adalah kuantitatif. Variabel penelitian meliputi: product quality (variabel bebas), brand loyalty (variabel terikat), dan kepuasan konsumen (variabel mediasi). Jumlah sampel penelitian ini sebanyak 100 sampel. Teknik analisis data menggunakan structural equation model dengan menggunakan program partial least square. Temuan penelitian ini menunjukkan bahwa product quality mobil Honda Jazz memiliki pengaruh signifikan terhadap kepuasan konsumen, product quality memiliki pengaruh signifikan terhadap brand loyalty.

Kepuasan konsumen memiliki pengaruh signifikan terhadap brand loyalty, dan kepuasan konsumen merupakan variabel mediasi dari pengaruh product quality terhadap brand loyalty.


Keywords


Product Quality, Brand Loyalty, Kepuasan Konsumen, Honda Jazz

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References


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