PENGARUH BRAND IMAGE TERHADAP KEPUASAN PELANGGAN DENGAN PERSEPSI NILAI SEBAGAI VARIABEL PERANTARA DI TX TRAVEL SURABAYA

Kho Dessy Prayogo(1*), Fransisca Andreani(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Tujuan penelitian ini adalah mengetahui: pengaruh signifikan brand image terhadap persepsi nilai TX Travel, pengaruh signifikan brand image terhadap persepsi nilai tour leader TX Travel, pengaruh signifikan persepsi nilai TX Travel terhadap kepuasan pelanggan TX Travel, pengaruh signifikan persepsi nilai tour leader terhadap kepuasan pelanggan, pengaruh signifikan brand image terhadap kepuasan pelanggan TX Travel melalui persepsi nilai sebagai variabel moderating. Hasil dari penelitian ini: Brand image berpengaruh positif dan tidak signifikan terhadap persepsi nilai TX Travel, Brand image berpengaruh positif dan signifikan terhadap persepsi nilai pelanggan tour leader TX Travel, Persepsi nilai perusahaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Persepsi nilai tour leader berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Brand image berpengaruh positif dan tidak signifikan terhadap kepuasan pelanggan TX Travel melalui persepsi nilai sebagai variabel moderating.


Keywords


Brand image, Kepuasan Pelanggan, Persepsi Nilai Perusahaan

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