ATIT, SETIANI (2019) ANALISIS PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP EKUITAS MEREK (Studi Kasus Pada Pengguna Jasa Taksi PT. Blue Bird Semarang). SKRIPSI.
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Abstract
The development of transport over the years coupled with the very rapid rate of population growth is causing increasing transportation needs. This brings a big impact to the development of business in the field of transport led to competition becoming more stringent and difficult to predict. Firms that want to grow and gain a competitive edge should be able to provide quality service products and good service to customers. This research seeks to analyze the factors affecting brand equity, through quality service, brand image and perceptions of price and customer satisfaction as an intervening variable. The population used in this study are all the services of a taxi "Blue Bird" Semarang. Samples in this study were 100 respondents based on non-probability sampling technique with purposive sampling. Data collection was conducted during April 2016 by using questionnaires. Analysis of the data in this study using the SEM (Structural Equatin Modelling) by using AMOS (Analysis of Moment Structure). Exogenous and endogenous measurement model has been tested using confirmatory factor analysis. Furthermore, the measurement model are analyzed with full structural model. From the analysis of the research model tested showed that the model can be accepted based on the indices of models such as Chi-square = 85 519, p = 0.403, TLI (0995); CFI (0.996); CMIN / DF (1030); RMSEA (0.018); GFI (0900); AGFI value (0855), so it can be concluded that the model meets the criteria for goodness of fit, although AGFI in the marginal category. Causality hypothesis developed has been tested using the critical ratio test in the SEM program AMOS, which test results shows all the regression coefficient is significant, because the hypothesis is acceptable. Keywords: Quality of service, brand image, perception of price, customer satisfaction, brand equity
| Item Type: | Article |
|---|---|
| Additional Information: | 1301.12.117 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 20 Jan 2020 03:26 |
| Last Modified: | 20 Jan 2020 03:26 |
| URI: | http://repository.stimart-amni.ac.id/id/eprint/636 |
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