PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS KONSUMEN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pengguna Laptop Acer Di Kota Depok)

Attar Alfarizi, Muhamad (2025) PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS KONSUMEN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pengguna Laptop Acer Di Kota Depok). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims to determine the role of brand image in mediating between product quality and electronic word of mouth on consumer loyalty among Acer laptop consumer in the city of Depok. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature study. The population in this study were Serang city residents aged 17-65 years and a sample of 160 respondents using a purposive sampling method. The data analysis method used is Structural Equation Modeling (SEM) using SmartPLS 3.2.9 analysis software. The results of this research show that: (1) Product quality has no effect on Consumer Loyalty. (2) Electronic Word of Mouth has no effect on Consumer Loyalty. (3) Product quality has a positive and significant effect on Brand Image. (4) Electronic Word of Mouth has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Consumer Loyalty. (6) Brand Image is able to mediate the influence of Product quality on Consumer Loyalty. (7) Brand Image is able to mediate the influence of Electronic Word of Mouth on Consumer Loyalty.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	LUTFI, LUTFI	196711032005011001
Thesis advisor	GANIKA, GERRY	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk mengetahui peran citra merek dalam memediasi antara kualitas produk dan electronic word of mouth terhadap loyalitas konsumen pada konsumen laptop Acer di kota Depok. 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 17-65 tahun dan sampel sebanyak 160 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) kualitas Produk tidak berpengaruh terhadap Loyalitas Konsumen. (2) Electronic Word of Mouth tidak berpengaruh terhadap Loyalitas Konsumen. (3) kualitas 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 Konsumen. (6) Citra Merek mampu memediasi pengaruh kualitas Produk terhadap Loyalitas Konsumen. (7) Citra Merek mampu memediasi pengaruh Electronic Word of Mouth terhadap Loyalitas Konsumen.

Uncontrolled Keywords:

Product quality, Electronic Word of Mouth, Brand Image and Consumer Loyalty kualitas Produk, Electronic Word of Mouth, Citra Merek dan Loyalitas Konsumen

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

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

Depositing User:

Muhamad Attar Alfarizi

Date Deposited:

10 Mar 2025 02:21

Last Modified:

10 Mar 2025 02:21

URI:

http://eprints.untirta.ac.id/id/eprint/47727

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