CHRISTIAN, RIVALDY SABULON (2021) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KUALITAS PELAYANAN, KEPERCAYAAN, PERSEPSI HARGA DAN CITRA MEREK PERUSAHAAN TERHADAP LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI GOJEK DI SEMARANG. SKRIPSI.
![[img]](http://repository.unimar-amni.ac.id/style/images/fileicons/text.png) |
Text
BAB 1.pdf Download (181kB) |
|
Text
BAB 2.pdf Download (178kB) |
Abstract
Customer loyalty is one of the important factors pursued in modern marketing. Loyalty is very important because it is expected that the company will get long-term benefits for the mutual relationship that exists in a certain period of time. Customer loyalty is customer attachment to a brand that is committed to staying true to the brand. This study aims to determine the effect of service quality, trust, price perception and brand image partially on customer loyalty in using gojek transportation services in the city of Semarang. The population in this study are all customers who meet the criteria, the sampling technique used is a non-probability sampling with type sampling is sampling insidentalquota. The analytical method used is descriptive analysis and quantitative analysis, data were analyzed using multiple linear regression analysis with the help of (Software) Statistical Package For Social Science (SPSS). The results of this study indicate that the variable quality of service, trust, price perception and brand image of the company partially influence customer loyalty. The results of multiple linear regression analysis obtained the equation Y = -1,7350.733 + 0.291333X1 + 0.256385X2 + 0.24703X3 +0.335X4 + µ. From the multiple linear regression equation, it can be seen that the most dominant variable influencing customer loyalty is a brand imagetrust variable with a regression coefficient of 0.33552 and with the Ajusted R Squer test of 0.619561 or 6156.91% which means that customer loyalty is influenced by service quality, trust, price perception and the company's brand image 6156.91% and other factors affecting customer loyalty in addition to the factors studied were 3843.19%. Keywords: Service Quality, Trust, Price Perception and Brand Image
| Item Type: | Article |
|---|---|
| Additional Information: | 171804049 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 16 Aug 2021 04:26 |
| Last Modified: | 16 Aug 2021 04:26 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3557 |
Actions (login required)
 |
View Item |