| dc.contributor.author | Lazuardi, Mohammad Isma | |
| dc.date.accessioned | 2026-03-02T05:57:28Z | |
| dc.date.available | 2026-03-02T05:57:28Z | |
| dc.date.issued | 2022-01-22 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9236 | |
| dc.description | This study aims to determine the effect of brand image and price on customer loyalty through customer satisfaction with Haiyum Coffee as a research object. The variables used in this research are brand image and price as the independent variables, customer satisfaction as the mediating variable and customer loyalty as the dependent variable. The method used is quantitative mediation. The sample used in this study used a non-probability sampling method with a purposive sampling technique and a sample of 120 respondents. Data collection techniques in this study were carried out by distributing questionnaires using a Likert scale. Based on the results of data analysis, it can be concluded that brand image has a significant effect on customer loyalty, brand image has a significant effect on customer satisfaction, price has a significant effect on customer loyalty, price has a significant effect on customer satisfaction, customer satisfaction has a significant effect on customer loyalty. In addition, mediation occurs in the relationship between brand image and customer loyalty through customer satisfaction, and mediation occurs in the relationship between price and customer loyalty through customer satisfaction. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan dengan Kopi Haiyum sebagai obyek penelitian. Variabel yang digunakan dalam penelitian ini adalah citra merek dan harga sebagai variabel bebas, kepuasan pelanggan sebagai variabel mediasi dan loyalitas pelanggan sebagai variabel terikat. Metode yang digunakan adalah kuantitatif mediasi. Sampel yang digunakan dalam penelitian ini menggunakan metode non probability sampling dengan teknik sampel purposive sampling dan sampel berjumlah 120 responden. Teknik pengumpulan data dalam penelitian ini dilakukan dengan membagikan kuesioner yang menggunakan skala likert. Berdasarkan hasil analisis data, dapat disimpulkan bahwa citra merek berpengaruh signifikan pada loyalitas pelanggan, citra merek berpengaruh signifikan pada kepuasan pelanggan, harga berpengaruh signifikan pada loyalitas pelanggan, harga berpengaruh signifikan pada kepuasan pelanggan, kepuasan pelanggan berpengaruh signifikan pada loyalitas pelanggan. Selain itu terjadi mediasi pada hubungan citra merek terhadap loyalitas pelanggan melalui kepuasan pelanggan, serta terjadi mediasi pada hubungan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Loyalitas Pelanggan | en_US |
| dc.subject | Kepuasan Pelanggan | en_US |
| dc.subject | Harga | en_US |
| dc.subject | Citra Merek | en_US |
| dc.subject | Customer Loyalty | en_US |
| dc.subject | Customer Satisfaction | en_US |
| dc.subject | Price | en_US |
| dc.subject | Brand Image | en_US |
| dc.title | Pengaruh Citra Merek dan Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Loyalitas Pelanggan Kopi Tiga Raja | en_US |
| dc.title.alternative | The Effect Of Brand Image and Price On Customer Satisfaction and The Impact On Customer Loyalty Of Kopi Tiga Raja | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Susanto | |
