Arif Budiman, Arif Budiman and Ice Kamela S.E, M.M, Ice Kamela S.E, M.M and Lindawati, Lindawati (2018) PENGARUH CITRA MEREK, KEPERCAYAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA SOOPERCUT BARBERSHOP (BANDAR PURUS) KOTA PADANG. Diploma thesis, Univ Bung Hatta.
![]() |
Text
arif budiman.pdf Download (1MB) |
Abstract
THE EFFECT OF BRAND IMAGE, TRUST AND SERVICE QUALITY ON CUSTOMER LOYALTY ON THE SHORTCUT BARBERSHOP (BANDAR PURUS) OF PADANG CITY Arif Budiman1 , Ice Kamela2 , Lindawati 3 1,2,3 Management Department, Faculty of Economics, Bung Hatta University E-mail: budimana304@gmail.com icekamela@yahoo.com lindawati@bunghatta.ac.id ABSTRACT This study aims to examine the effect of brand image, trust and service quality on customer loyalty on the shortcut barbershop (Bandar Purus) of Padang City. Data collection by distributing 138 questionnaires. This study uses three independent variables namely brand image, trust and service quality and uses one dependent variable, namely customer loyalty. Data analysis method in this study uses multiple linear regression analysis. Testing in this study is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, determination coefficient test (R ^ 2) and F-statistical test. The results show that brand image has a positive effect on customer loyalty on barbershop cutting. This indicates that if the brand image is good, the customer will be loyal to the shortcut barbershop. The results of the research show that trust has a negative effect on customer loyalty. This indicates that customers' trust in barbershop cutting is not so good that this has a negative effect on customer loyalty. The results showed that service quality has a positive effect on customer loyalty. This indicates that the good service provided by commercial barbershop to its customers, the higher the customer loyalty. Keywords: Brand Image, Trust, Service quality, Customer loyalty PENGARUH CITRA MEREK, KEPERCAYAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA SOOPERCUT BARBERSHOP (BANDAR PURUS) KOTA PADANG Arif Budiman1 , Ice Kamela2 , Lindawati 3 1,2,3 Jurusan Manajemen, Fakultas Ekonomi Universitas Bung Hatta E-mail: budimana304@gmail.com icekamela@yahoo.com lindawati@bunghatta.ac.id ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh citra merek, kepercayaan dan kualitas pelayanan terhadap loyalitas pelanggan pada soopercut barbershop (Bandar purus) kota padang. Pengumpulan data dengan membagikan kuesioner sebanyak 138 responden. Penelitian ini menggunakan tiga variabel independen yaitu citra merek, kepercayaan dan kualitas pelayanan serta menggunakan satu variabel dependen yaitu loyalitas pelanggan. Metode analisa data dalam penelitian ini menggunakan analisis regresi linear berganda. Pengujian dalam penelitian ini yaitu uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji koefesien determinasi ( ) dan uji F-statistik. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif terhadap loyalitas pelanggan pada soopercut barbershop. Hal tersebut mengindikasikan bahwa apabila citra merek baik maka pelanggan akan loyal terhadap soopercut barbershop. Hasil penelitian menunjukkan kepercayaan berpengaruh negatif terhadap loyalitas pelanggan soopercut barbershop. Hal tersebut mengindikasikan bahwa kepercayaan pelanggan terhadap soopercut barbershop kurang baik sehingga hal ini berpengaruh buruk terhadap loyalitas pelanggan soopercut. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif terhadap loyalitas pelanggan. Hal tersebut mengindikasikan bahwa baiknya pelayanan yang di berikan barbershop soopercut terhadap pelanggannya maka semakin tinggi loyalitas pelanggan. Kata Kunci : Citra Merek, Kepercayaan, Kualitas pelayanan, Loyalitas pelanggan
Item Type: | Thesis (Diploma) |
---|---|
Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
Depositing User: | iswandi ubh |
Date Deposited: | 07 Nov 2023 02:39 |
Last Modified: | 07 Nov 2023 02:39 |
URI: | http://repo.bunghatta.ac.id/id/eprint/17149 |
Actions (login required)
![]() |
View Item |