Pengaruh mobile service quality terhadap customer satisfaction, pengaruh brand image terhadap customer satisfaction, serta dampaknya terhadap customer loyalty

Mulyono, Ribka Astasari (2021) Pengaruh mobile service quality terhadap customer satisfaction, pengaruh brand image terhadap customer satisfaction, serta dampaknya terhadap customer loyalty. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah untuk menguji apakah mobile service quality (MSQ) dan brand image berpengaruh positif terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening (mediasi). Metode survei digunakan dalam penelitian ini. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner kepada responden yang pernah menggunakan layanan dari GoFood mobile app di Jabodetabek, Yogyakarta, Surabaya, Bandung dan Makassar. Teknik pengambilan sampel dilakukan dengan convenience sampling. Pendekatan yang digunakan adalah Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan menggunakan program SmartPLS 3.3.3. Hasil penelitian menunjukkan bahwa mobile service quality dan brand image berpengaruh positif terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening. Kata kunci: mobile service quality (MSQ), brand image, customer satisfaction, customer loyalty / The purpose of this study is to examine whether mobile service quality and brand image have positive impact on customer loyalty with customer satisfaction as intervening (mediating) variable. The survey method used in this study. Data collection was carried out using a questionnaire instrument to respondents has been using service from GoFood Mobile Application in Jabodetabek, Yogyakarta, Surabaya, Bandung and Makassar. The sampling technique was carried out by convenience sampling. The approach used is Partial Least Square-Structural Equation Modeling using the SmartPLS 3.0 program. The results showed that mobile service quality and brand image had a positive impact on customer loyalty with customer satisfaction as intervening variable. Keywords : mobile service quality (MSQ), brand image, customer satisfaction, customer loyalty

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