Pengaruh service quality dan brand image terhadap customer satisfaction dan customer loyalty Raja Foto Studio Dempo di Kota Palembang

Moktar, Roderick Marco (2022) Pengaruh service quality dan brand image terhadap customer satisfaction dan customer loyalty Raja Foto Studio Dempo di Kota Palembang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk megetahui pengaruh service quality, brand image, customer satisfaction dan customer loyalty Raja Foto Studio Dempo Palembang. Data yang digunakan pada penelitian ini dikumpulkan menggunakan kuesioner elektronik melalui Google form, yang terdiri dari 17 indikator. Sample dalam penelitian ini adalah warga Kota Palembang yang pernh menggunakan jasa Raja Foto Studio Dempo lebih dari 2 kali dengan jumlah 170 responden. Teknik analisis yang digunakan untuk menganalisis regresi adalah SmartPLS 3.0. Hasil penelitian menunjukam bahwa hopotesis 1 yang merupakan service quality berhubungan positif terhadap brnad image dengan nilai t-statistik sebesar 13.064 dan P- Value sebesar 0.000. Hipotesis 2 yang merupakan service quality berpengaruh positif terhadap customer satisfaction dengan nilai t-statistik sebesar 3.020 dan P- Value sebesar 0.001. Hipotesis 3 yang merupakan service quality berpengaruh positif terhadap customer loyalty dengan nilai t-statistik sebesar 2.405 dan P- Value sebesar 0.008. Hipotesis 4 yang merupakan brand image berpengaruh positif terhadap customer satisfaction dengan nilai t-statistik sebesar 3.266 dan P-value sebesar 0.001. Hipotesis 5 yang merupakan brand image berpengaruh positif terhadap customer satisfaction dengan nilai t-statistik sebesar 3.494 dan P-value sebesar 0.000. Hipotesis 6 yang merupakan customer satisfaction berpengaruh positif terhadap customer loyalty dengan nilai t-statistik sebesar 3.957 dan P-value sebesar 0.000. / This study aims to determine the effect of service quality, brand image, customer satisfaction and customer loyalty at Raja Foto Studio Dempo Palembang. The data used in this study were collected using an electronic questionnaire via a Google form, which consists of 17 indicators. The sample in this study were residents of Palembang City who had used the services of Raja Foto Studio Dempo more than 2 times with a total of 170 respondents. The analytical technique used to analyze the regression is SmartPLS 3.0. The results showed that hypothesis 1 which is service quality has a positive relationship with brand image with a t-statistic value of 13.064 and a P-value of 0.000. Hypothesis 2 which is service quality has a positive effect on customer satisfaction with a t-statistic value of 3.020 and a P-value of 0.001. Hypothesis 3 which is service quality has a positive effect on customer loyalty with a t-statistic value of 2.405 and a P-value of 0.008. Hypothesis 4 which is a brand image has a positive effect on customer satisfaction with a t-statistic value of 3.266 and a P-value of 0.001. Hypothesis 5 which is a brand image has a positive effect on customer satisfaction with a t-statistic value of 3,494 and a P-value of 0.000. Hypothesis 6 which is customer satisfaction has a positive effect on customer loyalty with a t-statistic value of 3.957 and a P-value of 0.000.

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