Analisis pengaruh perceived quality dan advertising melalui customer satisfaction dan brand image terhadap brand loyalty pelanggan first media di Surabaya

Purnama, Rendy (2015) Analisis pengaruh perceived quality dan advertising melalui customer satisfaction dan brand image terhadap brand loyalty pelanggan first media di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Industri media televisi dan internet merupakan salah satu industri yang sedang mengalami perkembangan pesat. Hal ini dikarenakan kebutuhan akan televisi dan internet sebagai media informasi, hiburan sekaligus sebagai pengetahuan sangatlah penting. Survei Nielsen TV Audience Measurement 2013 menyebut layar kaca menjadi media hiburan dan informasi yang utama di Indonesia dengan rata-rata waktu menonton selama empat jam setiap harinya. Sedangkan, Media Partners Asia 2013 mengatakan terjadi peningkatan signifikan untuk waktu yang dihabiskan guna berselancar di internet dan menempatkan Indonesia sebagai negara kedua tertinggi di Asia Tenggara. Kondisi itu membuat industri penyedia layanan internet pita lebar (high-speed broadband) dan TV berbayar terus melakukan penetrasi pasar dengan menggabungkan keduanya Maka dari itu, First Media menjadi penyedia jasa layanan internet pita lebar, televisi kabel, dan komunikasi data. Dalam hal ini, First Media yang merupakan salah satu bank besar di Indonesia juga perlu memperhatikan hal ini meskipun telah banyak meraih penghargaan pelayanan konsumen. Adapun tujuan dari penelitian ini adalah untuk mengevaluasi dan menganalisa Brand Loyalty dari pelanggan First Media di Surabaya. Berdasarkan tujuan penelitian tersebut, maka manfaat yang diharapkan dari penelitian ini adalah untuk menambah pengetahuan di bidang manajemen, dalam hal ini yang berhubungan dengan variabel perceived quality, customer satisfaction, brand image, advertising dan brand loyalty. Serta menambah wawasan sekaligus melatih untuk menerapkan ilmu pengetahuan yang diperoleh di perguruan tinggi sehingga nantinya dapat bermanfaat dan digunakan untuk pengambilan keputusan dalam dunia kerja. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif. Metode yang digunakan dalam penelitian ini akan mengacu pada referensi yang dapat melakukan proses analisis simultan yang terkait dengan model penelitian multi variabel yaitu Structural Equation Model (SEM) dengan menggunakan software AMOS 16.0. Pengumpulan data pada penelitian ini dilakukan dengan penyebaran kuesioner kepada responden yang sesuai dengan karakteristik sampel yang telah dijelaskan. Kuesioner akan disebar kepada 100 responden dengan karakteristik yang merupakan pelanggan First Media yang berdomisili di Surabaya yang berusia 18-65 tahun / Television and internet media industry is one industry that is experiencing rapid development. This is because the need for television and the Internet as a medium of information, entertainment as well as knowledge is very important. Nielsen TV Audience Measurement Survey 2013 called the screen becomes a medium of entertainment and information are primary in Indonesia with an average viewing time for four hours each day. Meanwhile, Media Partners Asia in 2013 said that a significant increase in the time spent in order to surf the Internet and put Indonesia as the country's second highest in Southeast Asia. Conditions that make the internet service provider industry broadband (high-speed broadband) and pay-TV continues to penetrate the market by combining the two Therefore, First Media become a provider of broadband internet services, cable television, and data communications. In this case, First Media, which is one of the major banks in Indonesia also needs to pay attention to this although it has many award-winning customer service. The purpose of this study was to evaluate and analyze the customer's Brand Loyalty of First Media in Surabaya. Based on the research objectives, the expected benefits of the research is to increase knowledge in the field of management, in this case relating to the variable perceived quality, customer satisfaction, brand image, advertising and brand loyalty. As well as add insight as well as train to apply the knowledge gained in college so it will be useful and used for decision making in the workplace. This research is causal. The method used is quantitative method. The method used in this study will refer to the reference that can perform a simultaneous analysis of processes associated with multi-variable model of research is Structural Equation Model (SEM) using AMOS 16.0 software. Collecting data in this study conducted by distributing questionnaires to the respondents in accordance with the characteristics of the samples that have been described. The questionnaire will be distributed to 100 respondents with a characteristic which is a customer of First Media domiciled in Surabaya aged 18-65 years

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