PENGARUH KUALITAS PERSEPSIAN PADA EKUITAS MEREK YANG DIMEDIASI OLEH KESETIAAN MEREK

Wardani Kusuma, Erviana (2018) PENGARUH KUALITAS PERSEPSIAN PADA EKUITAS MEREK YANG DIMEDIASI OLEH KESETIAAN MEREK. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aims to test brand loyalty in mediating the influence of quality perceptions on brand equity. The perceived quality of perceptions can create brand loyalty that encourages brand equity. Perceptions of quality will have a positive impact on hospitals in terms of increasing brand equity and increasing financial revenues. The Data obtained through questionnaires distributed to patients in RSUD Dr. Moewardi. Sampling technique used was purposive sampling with outpatient population of BPJS and non BPJS as much as 200 respondents. Hypothesis test is done by using multilevel regression analysis. The results of this study show that brand equity has a significant effect on the quality of perceptions, brand loyalty has a significant effect on the quality of perceptions, the quality of perceptions becomes insignificant to brand equity after brand loyalty enters mediation, this means brand loyalty mediates perfectly the relationship between brand equity and quality of perceptions. Keywords: perceived quality, brand loyalty, brand equity

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: perceived quality, brand loyalty, brand equity
Subjects: B Philosophy. Psychology. Religion > B Philosophy (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:40
Last Modified: 23 Feb 2019 02:40
URI: http://repository.setiabudi.ac.id/id/eprint/479

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