Pengaruh citra merek (Brand Image) dan kualitas pelayanan terhadap kepuasan pelanggan salon Sinta Surabaya

Juanita, Lisa (2022) Pengaruh citra merek (Brand Image) dan kualitas pelayanan terhadap kepuasan pelanggan salon Sinta Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Citra Merek terhadap kepuasan pelanggan Salon Shinta di Surabaya, (2) pengaruh Kualitas Pelayanan terhadap kepuasan pelanggan Salon Shinta di Surabaya, dan (4) Citra Merek terhadap kepuasan pelanggan Salon Shinta di Surabaya. Penelitian ini merupakan penelitian survei. Populasi pada penelitian ini adalah seluruh pelanggan Salon Shinta di Surabaya. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi berganda dengan bantuan SPSS 20. Hasil penelitian ini menunjukkan bahwa citra merek dan kualitas pelayanan secara bersama-sama berpengaruh signifikan terhadap kepuasan pelanggan Salon Shinta di Surabaya. Citra merek berpengaruh namun tidak signifikan sedangkan kualitas produk berpengaruh signifikan. ABSTRACT This study aims to determine: (1) the effect of brand image on customer satisfaction at Salon Shinta in Surabaya, (2) the effect of service quality on customer satisfaction at Salon Shinta in Surabaya, and (4) brand image on customer satisfaction at Salon Shinta in Surabaya. This research is a survey research. The population in this study were all customers of Salon Shinta in Surabaya. The sampling technique used purposive sampling with a total sample of 100 people. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple regression with the help of SPSS 20. The results of this study indicate that brand image and service quality together have a significant effect on customer satisfaction at Salon Shinta in Surabaya. Brand image is influential but not significant while product quality has a significant effect.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Citra Merek, Kualitas Pelayanan, Kepuasan Pelanggan
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Lisa Maria Juanita
Date Deposited:	20 Sep 2022 02:05
Last Modified:	20 Sep 2022 02:05
URI:	http://erepository.uwks.ac.id/id/eprint/12258

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