Pengaruh brand image, price discount dan service quality terhadap customer loyalty jasa online (studi pada PT. Tiket Liburan Indonesia di Gresik)

Fatmawati, Nur (2018) Pengaruh brand image, price discount dan service quality terhadap customer loyalty jasa online (studi pada PT. Tiket Liburan Indonesia di Gresik). Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Berlibur sepertinya telah menjadi kegiatan yang tidak terpisahkan dari daftar kebutuhan kita, baik untuk keperluan bisnis, akademis, dinas, maupun sekadar bersantai menikmati hari libur dengan kondisi seperti sekarang ini membuat perubahan gaya hidup masyarakat saat ini dalam menggunakan jasa travel agency setiap individu memilih untuk menggunakan jasa OTA (online travel agency) karena di nilai lebih praktis. Persaingan yang ketat menuntut para travel agency untuk terus kreatif dalam memberikan tawaran-tawaran promosi marketing yang menarik untuk memenuhi kebutuhan atau keinginan costumer dan mempertahankan penggunanya. Tujuan penelitian ini adalah untuk menganalisapengaruh brand image, price discount dan quality service terhadap customer loyalty jasa online studi pada PT. Tiket Liburan Indonesia. Penelitian ini ditujukan kepada pelanggan yang menggunakan jasa layanan (tiket pesawat, voucher hotel dan kereta api). Variabel bebas dalam penelitian ini adalah brand image, price discount dan quality service sedangkan variabel terikat adalah customer loyalty. Dalam penelitian ini, penentuan sampel dilakukan dengan metode non probability sampling dengan prosedur purposive sampling. Sampel yang digunakan sebanyak 78 orang. Uji Hipotesa dengan melakukan analisa regresi linier berganda. Teknik analisis data yang digunakan adalah teknik analisis regresi linier berganda menggunakan uji F dan uji t yang diproses menggunakan perangkat lunak SPSS for windows. Simpulan penelitian ini menyatakan bahwa brand image, price discount dan quality service berpengaruh positif dan signifikan terhadap customer loyalty baik secara simultan maupun parsial, serta variabel yang mempunyai pengaruh dominan terhadap customer loyaltyadalah variabel price discount. Kata kunci : Brand image, Price Discount, Quality Service, Customer Loyalty ABSTRACT Vacation seems to have become an inseparable activity from our list of needs, whether for business, academic, business, or just relaxing to enjoy a holiday with the conditions as it is today making the current lifestyle changes in using travel agency services every individual chooses to use services OTA (online travel agency) because the value is more practical. Fierce competition requires travel agencies to continue to be creative in delivering attractive promotional offers to meet customer needs or wants and retain their users The purpose of this study is to analyze the influence of brand image, price discount and quality service to customer loyalty services online study at PT. Tiket Liburan Indonesia Indonesia. This study is aimed at customers who use the services (airfare, hotel and train). The independent variables in this research are brand image, price discount and quality service while the dependent variable is customer loyalty. In this research, the determination of the sample is done by non probability sampling method with purposive sampling procedure. The sample used is 78 people. Test Hypothesis by performing multiple linear regression analysis. Data analysis technique used is multiple linear regression analysis using F test and t test processed using SPSS for windows software. The conclusion of this research stated that brand image, price discount and quality service have positive and significant influence to customer loyalty either simultaneously or partially, and the variable that has dominant influence to customer loyalty is variable price discount. Key word : Brand image, Price Discount, Quality Service, Customer Loyalty

Item Type: Thesis (Other)
Uncontrolled Keywords: Kata kunci : Brand image, Price Discount, Quality Service, Customer Loyalty Key word : Brand image, Price Discount, Quality Service, Customer Loyalty
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Nur Fatmawati
Date Deposited: 10 Sep 2018 09:23
Last Modified: 10 Sep 2018 09:23
URI: http://erepository.uwks.ac.id/id/eprint/1840

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