Afriani Tasman, Mellya (2024) Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Kepuasan Pelanggan Dengan Brand Image Sebagai Variabel Intervening. S1 thesis, Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Mellya Afriani Tasman_5551180156_Fulltext.pdf Restricted to Registered users only Download (2MB) |
|
Text
Mellya Afriani Tasman_5551180156_01.pdf Restricted to Registered users only Download (1MB) |
|
Text
Mellya Afriani Tasman_5551180156_02.pdf Restricted to Registered users only Download (144kB) |
|
Text
Mellya Afriani Tasman_5551180156_03.pdf Restricted to Registered users only Download (117kB) |
|
Text
Mellya Afriani Tasman_5551180156_04.pdf Restricted to Registered users only Download (257kB) |
|
Text
Mellya Afriani Tasman_5551180156_05.pdf Restricted to Registered users only Download (14kB) |
|
Text
Mellya Afriani Tasman_5551180156_Ref.pdf Restricted to Registered users only Download (92kB) |
|
Text
Mellya Afriani Tasman_5551180156_Lamp.pdf Restricted to Registered users only Download (545kB) |
Abstract
This study aims to determine the effect of service quality, product quality, and brand image on customer satisfaction at ERHA Beauty Clinic Serang City. The main focus is to analyze the direct and mediating effects of brand image in the relationship between service and product quality on customer satisfaction. This study uses a quantitative approach with a survey method to test the relationship between variables, namely service quality, product quality, brand image, and customer satisfaction. Data was collected through questionnaires to customers of ERHA Beauty Clinic Serang City. The sampling technique used is purposive sampling, with the aim of explaining the cause-and-effect relationship between variables as well as the influence of brand image as an intervening variable. This study shows that service quality (X1) and product quality (X2) have a significant effect on customer satisfaction (Y), with brand image (Z) playing a significant mediating role. The mediation test results show that brand image strengthens the relationship between product quality and customer satisfaction. These findings are important for companies to improve service quality, products, and brand image to increase customer satisfaction. This study examines the effect of service and product quality on customer satisfaction with brand image as a mediator. The results show that service and product quality have a significant effect on customer satisfaction and brand image. Brand image also strengthens the effect of service and product quality on customer satisfaction, making it an important factor in increasing customer satisfaction at ERHA Beauty Clinic Serang City.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, kualitas produk, dan brand image terhadap kepuasan pelanggan di Klinik Kecantikan ERHA Kota Serang. Fokus utama adalah menganalisis pengaruh langsung dan mediasi brand image dalam hubungan antara kualitas pelayanan dan produk terhadap kepuasan pelanggan. Tujuannya untuk memahami faktor-faktor yang memengaruhi kepuasan pelanggan secara keseluruhan.Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei untuk menguji hubungan antarvariabel, yaitu kualitas pelayanan, kualitas produk, brand image, dan kepuasan pelanggan. Data dikumpulkan melalui kuesioner kepada pelanggan Klinik Kecantikan ERHA Kota Serang. Teknik sampling yang digunakan adalah purposive sampling, dengan tujuan menjelaskan hubungan sebab-akibat antarvariabel serta pengaruh brand image sebagai variabel intervening.Penelitian ini menunjukkan bahwa kualitas pelayanan (X1) dan kualitas produk (X2) berpengaruh signifikan terhadap kepuasan pelanggan (Y), dengan brand image (Z) memainkan peran mediasi yang signifikan. Hasil uji mediasi menunjukkan bahwa brand image memperkuat hubungan kualitas produk terhadap kepuasan pelanggan. Temuan ini penting bagi perusahaan untuk meningkatkan kualitas layanan, produk, dan citra merek guna meningkatkan kepuasan pelanggan. Penelitian ini menguji pengaruh kualitas pelayanan dan produk terhadap kepuasan pelanggan dengan brand image sebagai mediator. Hasil menunjukkan bahwa kualitas pelayanan dan produk berpengaruh signifikan terhadap kepuasan pelanggan dan brand image. Brand image juga memperkuat pengaruh kualitas pelayanan dan produk terhadap kepuasan pelanggan, menjadikannya faktor penting dalam meningkatkan kepuasan pelanggan di Klinik Kecantikan ERHA Kota Serang. | |||||||||
| Uncontrolled Keywords: | Brand Image, Customer Quality, Mediation, Product Satisfaction, Service Quality. Brand Image, Kualitas Pelanggan, Kualitas Pelayanan, Kepuasan Produk, Mediasi | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
|||||||||
| Depositing User: | Mellya Afriani Tasman | |||||||||
| Date Deposited: | 25 Feb 2025 02:27 | |||||||||
| Last Modified: | 25 Feb 2025 02:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45641 |
Actions (login required)
 |
View Item |