PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Pengguna Smartphone Samsung di Provinsi Banten)

Khadafi, Daffa Muhammad (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Pengguna Smartphone Samsung di Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_Fulltext.pdf Restricted to Registered users only Download (3MB)
	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_02.pdf Restricted to Registered users only Download (192kB)
	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_03.pdf Restricted to Registered users only Download (279kB)
	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_04.pdf Restricted to Registered users only Download (481kB)
	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_05.pdf Restricted to Registered users only Download (60kB)
	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_Reff.pdf Restricted to Registered users only Download (218kB)
	Text (SKRIPSI) Daffa Muhammad Khadafi_5551210108_Lamp.pdf Restricted to Registered users only Download (1MB)
	Text Daffa Muhammad Khadafi_5551210108_01.pdf Restricted to Registered users only Download (1MB)

Abstract

This study aims to determine the effect of electronic word of mouth (E-WOM) and brand image on consumer loyalty with consumer satisfaction as a mediating variable on Samsung smartphone users in Banten Province. The research method used is quantitative with a descriptive approach with a sample size of 180 respondents. Data collection used is a questionnaire and literature study. The data analysis method used is structural equation modeling (SEM) with the SmartPLS analysis tool version 4.1.1.2. The results of this study indicate that: (1) electronic word of mouth (E-WOM) has a negative and insignificant effect on consumer loyalty. (2) brand image has a positive and significant effect on consumer loyalty. (3) electronic word of mouth (E-WOM) has a positive but insignificant effect on consumer satisfaction. (4) brand image has a positive and significant effect on consumer satisfaction. (5) consumer satisfaction has a positive and significant effect on consumer loyalty. (6) consumer satisfaction is unable to mediate the effect of electronic word of mouth (E-WOM) on consumer loyalty. (7) consumer satisfaction is able to partially mediate the effect of brand image on consumer loyalty.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	RAMDANSYAH, AGUS DAVID	197110222009121002
Thesis advisor	SETYA, YANTO AZIE	197710072005011002

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth (E-WOM) dan citra merek terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi pada pengguna smartphone Samsung di Provinsi Banten. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dengan jumlah sampel 180 responden. Pengumpulan data yang digunakan adalah kuesioner dan studi kepustakaan. Metode analisis data yang digunakan adalah structural equation modelling (SEM) dengan alat analisis SmartPLS versi 4.1.1.2. Hasil penelitian ini menujukkan bahwa: (1) electronic word of mouth (E-WOM) berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen. (2) citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen. (3) electronic word of mouth (E-WOM) berpengaruh positif tetapi tidak signifikan terhadap kepuasan konsumen. (4) citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen. (5) kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen. (6) kepuasan konsumen tidak mampu memediasi pengaruh electronic word of mouth (E-WOM) terhadap loyalitas konsumen. (7) kepuasan konsumen mampu memediasi secara parsial pengaruh citra merek terhadap loyalitas konsumen.

Uncontrolled Keywords:

Electronic Word of Mouth (E-WOM), Brand Image, Consumer Satisfaction, Consumer Loyalty. Electronic Word of Mouth (E-WOM), Citra Merek, Kepuasan Konsumen, Loyalitas Konsumen.

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Daffa Muhammad

Date Deposited:

02 Sep 2025 02:42

Last Modified:

02 Sep 2025 02:42

URI:

http://eprints.untirta.ac.id/id/eprint/53046

Actions (login required)

View Item

Search for collections on EPrints Repository UNTIRTA