Analisis Customer Loyalty Melalui Customer Satisfaction Berdasarkan Brand Image dan Product Quality dengan Dimoderasi Oleh Social Media Marketing pada Siswa SLTA Pengguna Produk Smartphone Merek Xiomi Di Kota Tangerang Selatan

Widodo, Arif Siaha and Hady, Hamdy and Muharam, Hari (2024) Analisis Customer Loyalty Melalui Customer Satisfaction Berdasarkan Brand Image dan Product Quality dengan Dimoderasi Oleh Social Media Marketing pada Siswa SLTA Pengguna Produk Smartphone Merek Xiomi Di Kota Tangerang Selatan. disertasi thesis, Univ. Pakuan.

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Abstract

Building customer satisfaction and customer loyalty is currently the most important thing that companies must do amidst the emergence of new competitors in the smartphone business. Apart from that, the intensity of smartphone users in accessing social media is very high. Therefore, it is one of the marketing strategies of smartphone manufacturing companies today. using social media marketing including Xiaomi brand This research aims to examine the influence of Brand Image and product quality on customer loyalty through customer satisfaction moderated by social media marketing. The approach used in this research is a quantitative approach. The sample used in this research was high school students using Xiaomi brand smartphonesin South Tangerang City, totaling 388 respondents. Research data was obtained from the results of filling out a questionnaire and analyzed using the SEM analysis method technique with the help of the Lisrel program. The results of this research show that (1) Brand Image influences customer satisfaction; (2) product quality influences customer satisfaction; (3) Brand image and product quality simultaneously influence customer satisfaction (4) Brand Image influences customer loyalty; (5) product quality influences customer loyalty; (6) customer satisfaction influences customer loyalty; (7) Brand Image, product quality and customer satisfaction simultaneously influence customer loyalty; (8) Social media marketing can strengthen the influence of brand image on customer loyalty, (9) Social media marketing does not strengthen the influence of product quality on customer loyalty (10) Social media marketing can strengthen the influence of customer satisfaction on customer loyalty

Item Type:	Thesis (disertasi)
Subjects:	Pascasarjana > ILMU MANAJEMEN s3
Divisions:	Pascasarjana > Ilmu Manajemen (S3)
Depositing User:	PERPUSTAKAAN PASCASARJANA UNPAK
Date Deposited:	21 Oct 2024 02:32
Last Modified:	21 Oct 2024 02:32
URI:	http://eprints.unpak.ac.id/id/eprint/8516

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