Davi De Aria Pradana, Stevano (2016) PENGARUH CITRA MEREK DAN KUALITAS LAYANAN PT. JANU PUTRA SEJAHTERA TERHADAP MINAT KEBERLANJUTAN BERMITRA DAN KEPUTUSAN TETAP BERMITRA. Masters thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui dan menganalisis: pengaruh citra merek terhadap keberlanjutan minat bermitra, pengaruh kualitas layanan terhadap keberlanjutan minat bermitra, pengaruh keberlanjutan minat beli terhadap keputusan tetap bermitra, dan pengaruh tidak langsung citra merek dan kualitas layanan terhadap keputusan tetap bermitra melalui keberlanjutan minat bermitra. Populasi dalam penelitian ini adalah seluruh mitra PT Janu Putra Sejahtera pada cabang Jawa Tengah dan Derah Istimewa Yogyakarta yang berjumlah 225 mitra. Teknik Analisis Data dalam penelitian ini menggunakan analisis data Partial least square (PLS). Hasil dari penelitian ini ditemukan bahawa tidak terdapat pengaruh citra merek dengan keberlanjutan minat bermitra pada mitra PT Janu Putra Sejahtera, terdapat pengaruh kualitas layanan terhadap keberlanjutan minat bermitra pada mitra PT Janu Putra Sejahtera, terdapat pengaruh antara keberlanjutan minat bermitra terhadap keputusan tetap bermitra pada mitra PT Janu Putra Sejahtera, terdapat pengaruh tidak langsung antara kualitas pelayanan terhadap keputusan tetap bermitra melalui keberlanjutan minat bermitra, sedangkan citra merek tidak mempunyai pengaruh tidak lansung terhadap keputusan tetap bermitra melalui keberlanjutan minat bermitra pada mitra PT Janu Putra Sejahtera. Citra merek dengan keberlanjutan minat bermitra merupakan kebaruan dalam penilitian, karena kemitraan yang terjalin merupakan hubunga yang bersifat bussines to bussines, dan menggunakan objek penelitian bidang peternakan sehingga model yang dipakai citram merek tidak berlaku dalam penelitian ini. Kata Kunci : Citra merek, kualitas layanan, keberlanjutan minat bermitra, keputusan tetap bermitra The purpose of this research is to determine and analyze: analyze the influence of brand image to the interest continuity in partnership, the influence of the quality of service to interest continuity in partnership, the influence of buying interest continuity to fixed decision in partnership, and the indirect influence of the brand image and service quality to the fixed decision through the continuity of partnership interest. The populations of this research are all partners of PT. Janu Putra Sejahtera in the Middle Java and Special Regional of Jogjakarta, which amounts to 225 partners. Mechanical Data Analysis in this research is using the Partial least squares (PLS) data analysis. The results of this research that have been found is that there is no influence of the brand image to the interest continuity, there is influence of service quality to the interest continuity, there is also influence of the interest continuity to the fixed decision, and also there is indirect influence of the quality of service to the fixed decision through the continuity of partnership interest while the brand image has no indirect effect to the fixed decision in partnership of PT. Janu Putra Sejahtera, the brand image to the continuity of the partnership interest in this research is an innovation, because the partnership which established is business to business, and uses an husbandry object of research, so that the used model by the brand image does not apply in this research. Keywords: brand image, quality of service, the continuity of partnership interest, the fixed decision in partnership.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 20 May 2016 03:54 |
| Last Modified: | 20 May 2016 03:54 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/1892 |
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