Amelinda, Talitha and Widyastuti, Nurprapti Wahyu and Witantra, Ari Pandu (2021) Pengaruh Brand Image Supreme Streetwear Terhadap Customer Satisfaction Dan Implikasinya Terhadap Customer Loyalty. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK Talitha Amelinda. NIM.6662170110. Skripsi. Pengaruh Brand Image Supreme Streetwear Terhadap Customer Satisfaction dan Implikasinya Terhadap Customer Loyalty. Perusahaan fesyenstreetwear Supreme, menggunakan brand image sebagai strategi marketing untuk menarik konsumen baru dan mempertahankan konsumen lama. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh brand image Supreme streetwearterhadap customer satisfactiondan implikasinya terhadap customer loyalty. Metode penelitian ini menggunakan analisis kuantitatif eksplanatif dengan teknik survey. Analisis SEM (Structural Equation Modeling) digunakan sebagai pengujian hipotesis dalam penelitian. Hasil penelitian menunjukkan bahwa brand image Supremestreetwear berpengaruh signifikan terhadap customer satisfaction, dan brand image Supreme streetwear berpengaruh signifikan terhadap customer loyalty, dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty.Hasil penelitian menunjukkan customer satisfaction tidak berpengaruh signifikan sebagai variabel intervening antara brand image Supreme terhadap customer loyalty. Kata Kunci : Supreme, brand image, customer satisfaction, customer loyalty, SEM (Structural Equation Modeling).  ABSRACT Talitha Amelinda. NIM. 6662170110. Minor Thesis. “The Effects Of Streetwear Supreme Brand Image On Customer Satisfaction And Its Implications For Customer Loyalty”. Streetwear Supreme fashion company, uses brand image as a marketing strategy to attract new consumers and retain old customers. This study aims to determine how much influence the Supreme streetwear brand image has on customer satisfaction and its implications for customer loyalty. This research method uses explanative quantitative analysis with survey techniques. SEM (Structural Equation Modeling) analysis was used as hypotesis testing in study. The result showed that the Supreme streetwear brand image had significant effect on customer loyalty, and customer satisfaction had a positive and significant effect as an intervening variable between Supreme brand image and customer loyalty. Keywords : Supreme, brand image, customer satisfaction, customer loyalty, SEM (Structural Equation Modeling)

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