ANALISIS HUBUNGAN ANTARA PERSEPSI HUMAS DAN KESETIAAN PELANGGAN YANG DIMEDIASI DAN DIMODERASI OLEH CITRA MEREK

Podiman, Amelia (2017) ANALISIS HUBUNGAN ANTARA PERSEPSI HUMAS DAN KESETIAAN PELANGGAN YANG DIMEDIASI DAN DIMODERASI OLEH CITRA MEREK. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aims to test the role of mediation and brand image moderation in relationships between public relations perceptions and customer loyalty. Brand image has a role as a moderator variable on the relationship between perception of public relations and customer loyalty so that the brand image strengthens the relationship between the perception of public relations and customer loyalty. The data were obtained from the questionnaires distributed to Amarelo Hotel customers and Adhiwangsa Hotel. The sampling technique used was purposive sampling with 137 respondents from the Hotel customer's population. The hypothesis test was used by using regretion test the SPSS 11.5 program. The results of the study indicate that the brand image does not significantly affect customer loyalty, the brand image is strongly reinforced by the relationship between public relations perceptions and customer loyalty, public relations perceptions significantly affect brand image, and public relations perceptions have a significant effect on customer loyalty. Keywords: brand image, public relations perception, customer loyalty

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Keywords: brand image, public relations perception, customer loyalty
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User: Herera Gadys USB
Date Deposited: 22 Feb 2019 07:16
Last Modified: 22 Feb 2019 07:16
URI: http://repository.setiabudi.ac.id/id/eprint/50

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