Lestari, Dewi Intan (2020) PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA KONSUMEN SMARTPHONE SAMSUNG GALAXY NOTE 10 DI DAERAH ISTIMEWA YOGYAKARTA. Other thesis, Universitas Pembangunan Nasional Veteran Yogyakarta.
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Abstract
This study aims to determine the direct effect of product quality on
customer satisfaction and the indirect effect of product quality on customer
satisfaction through brand image. The variables in this study are product quality as
an independent variable, brand image as an intervening variable, and customer
satisfaction as the dependent variable. This research uses comparative causal
research with descriptive analytical methods. The population of this research is all
the people of Yogyakarta Special Region who use Samsung Galaxy Note 10
smartphones. The samples used were 200 respondents using accidental sampling.
Data analysis methods used are descriptive analysis and path analysis. The results
of this study indicate that there is a positive and significant influence on product
quality on consumer satisfaction, there is a positive and significant influence on
product quality on customer satisfaction through brand image. In this study, the
direct effect of product quality on customer satisfaction is greater than the indirect
effect of product quality on customer satisfaction through brand image.
Keywords : Product Quality, Brand Image, Customer Satisfaction
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Basir Umaryadi |
| Date Deposited: | 17 Mar 2020 04:30 |
| Last Modified: | 17 Mar 2020 04:31 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/22618 |
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