SAORI, SUPYAN (2024) PENGARUH INOVASI PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN MELALUI CITRA MEREK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of brand image in mediating between product innovation and electronic word of mouth on customer loyalty to Dettol antiseptic soap customers in Serang city. The research method used is quantitative with a descriptive approach. This study conducted data collection based on questionnaires and literature studies. The population in this study was residents of Serang City aged 15-45 years and a sample of 170 respondents using the purposive sampling method. The data analysis method used is Structural Equation Modelling (SEM) with SmartPLS 3.2.9 analysis tool. The results of this study show that: (1) Product Innovation has no effect on Customer Loyalty. (2) Electronic Word of Mouth has a positive and significant effect on Customer Loyalty. (3) Product Innovation has a positive and significant effect on Brand Image. (4) Electronic Word of Moouth has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Customer Loyalty. (6) Brand Image is able to mediate the influence of Product Innovation on Customer Loyalty. (7) Brand Image is able to mediate the influence of Electronic Word of Mouth on Customer Loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran citra merek dalam memediasi antara inovasi produk dan electronic word of mouth terhadap loyalitas pelanggan pada pelanggan sabun antiseptic Dettol di kota Serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah warga kota serang berusia 15-45 tahun dan sampel sebanyak 170 responden dengan metode purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan software analisis SmartPLS 3.2.9. Hasil penelitian ini menunjukkan bahwa: (1) Inovasi Produk tidak berpengaruh terhadap Loyalitas Pelanggan. (2) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. (3) Inovasi Produk berpengaruh positif dan signifikan terhadap Citra Merek. (4) Electronic Word of Moouth berpengaruh positif dan signifikan terhadap Citra Merek. (5) Citra Merek berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. (6) Citra Merek mampu memediasi pengaruh Inovasi Produk terhadap Loyalitas Pelanggan. (7) Citra Merek mampu memediasi pengaruh Electronic Word of Mouth terhadap Loyalitas Pelanggan. | |||||||||
| Uncontrolled Keywords: | Product Innovation, Electronic Word of Mouth, Brand Image and Customer Loyalty. Inovasi Produk, Electronic Word of Mouth, Citra Merek dan Loyalitas Pelanggan | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Supyan Saori | |||||||||
| Date Deposited: | 24 Jun 2024 10:25 | |||||||||
| Last Modified: | 24 Jun 2024 10:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/36505 |
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