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) |
|---|---|
| Subjek: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | x. 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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