PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Kedai Kopi 51 Derajat Kota Serang)

Al Farisi, Muhammad Mazidan (2025) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Kedai Kopi 51 Derajat Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the role of Brand Image (Z) in mediating the effect of Product Quality (X1) and Service Quality (X2) on Customer Satisfaction (Y) for 51 Degrees Coffee Shop consumers in Serang City. This study uses a quantitative approach with data collection methods through questionnaires and literature studies. The population in this study were 51 Degrees Coffee Shop customers with a sample size of 108 respondents obtained using purposive sampling technique. The data analysis technique uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 4.1.1.3 software. The results showed that: (1) product quality has a positive but insignificant effect on customer satisfaction, (2) service quality has a positive and significant effect on customer satisfaction, (3) product quality has a positive but insignificant effect on brand image, (4) service quality has a positive and significant effect on brand image, (5) brand image has a positive but insignificant effect on customer satisfaction, (6) brand image does not significantly mediate the effect of product quality on customer satisfaction, (7) brand image does not significantly mediate the effect of service quality on customer satisfaction.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	196711032005011001
Thesis advisor	Nurhayati, Enok	197207312006042004

Additional Information:

Penelitian ini bertujuan untuk mengetahui peran Brand Image (Z) dalam memediasi pengaruh Kualitas Produk (X1) dan Kualitas Pelayanan (X2) terhadap Kepuasan Pelanggan (Y) pada konsumen Kedai Kopi 51 Derajat di Kota Serang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui kuesioner dan studi pustaka. Populasi dalam penelitian ini adalah pelanggan Kedai Kopi 51 Derajat dengan jumlah sampel sebanyak 108 responden yang diperoleh menggunakan teknik purposive sampling. Teknik analisis data menggunakan Structural Equation Modelling (SEM) berbasis Partial Least Square (PLS) dengan bantuan software SmartPLS 4.1.1.3. Hasil penelitian menunjukkan bahwa: (1) kualitas produk berpengaruh positif namun tidak signifikan terhadap kepuasan pelanggan, (2) kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (3) kualitas produk berpengaruh positif namun tidak signifikan terhadap brand image, (4) kualitas pelayanan berpengaruh positif dan signifikan terhadap brand image, (5) brand image berpengaruh positif namun tidak signifikan terhadap kepuasan pelanggan, (6) brand image tidak memediasi secara signifikan pengaruh kualitas produk terhadap kepuasan pelanggan, (7) brand image tidak memediasi secara signifikan pengaruh kualitas pelayanan terhadap kepuasan pelanggan.

Uncontrolled Keywords:

Brand Image, Customer Satisfaction, Product Quality, Service Quality. Brand Image, Kualitas Pelayanan, Kualitas Produk, Kepuasan Pelanggan.

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
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:

Mr Muhammad Mazidan Al farisi

Date Deposited:

11 Sep 2025 08:28

Last Modified:

11 Sep 2025 08:28

URI:

http://eprints.untirta.ac.id/id/eprint/54348

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