SEMBIRING, MARVINA SANDA BR (2020) PENGARUH BRAND IMAGE, BRAND TRUST DAN COSTUMER SATISFACTION TERHADAP BRAND LOYALTY PADA ONLINE TRAVEL AGENT (OTA) (Survei Pada Mahasiswa di Yogyakarta). Diploma thesis, UPN "Veteran" Yogyakarta.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand image, brand
trust dan costmer satisfaction terhadap brand loyalty pada online travel agent
(OTA). Brand loyalty ditentukan brand image, brand trust dan costmer
satisfaction. Desain penelitian ini adalah penelitian kuantitatif dengan mengamati
120 mahasiswa sebagai responden menggunakan metode purposive sampling.
Metode analisis penelitian ini menggunakan Statistical Package for Social
Science (SPSS). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh
positif dan signifikan brand image terhadap brand loyalty, brand trust
berpengaruh positif dan signifikan terhadap brand loyalty dan costmer satisfaction
berpengaruh positif dan signifikan terhadap brand loyalty terhadap online travel
agent (OTA).
Kata kunci: brand image, brand trust, customer satisfaction, brand loyalty.
This study aims to analyze the effect of brand image, brand trust and customer
satisfaction on brand loyalty in online travel agents (OTA). Brand loyalty is
determined by brand image, brand trust and customer satisfaction. The design of
this research is quantitative research by observing 120 students as respondents
using purposive sampling method. This research analysis method uses Statistical
Package for Social Science (SPSS). The results of this study indicate that there is
a positive and significant influence of brand image on brand loyalty, brand trust
has a positive and significant effect on brand loyalty and customer satisfaction has
a positive and significant effect on brand loyalty on online travel agents (OTA).
Keywords: brand image, brand trust, customer satisfaction, brand loyalty
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | brand image, brand trust, customer satisfaction, brand loyalti |
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eny Suparny |
| Date Deposited: | 04 May 2021 06:00 |
| Last Modified: | 21 May 2021 10:55 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/25340 |
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