Limbongan, Mey Enggane (2012) Pengaruh brand communication dan service quality dalam membangun brand trust dan brand loyalty pengguna operator selular gsm pt. Telkomsel di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.
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Abstract
PT. Telkomsel merupakan market leader dalam industri telekomunikasi, sehingga memiliki banyak kompetitor. Dengan semakin banyaknya kompetitor yang ada, akan diteliti apakah Telkomsel sebagai market leader dapat mempertahankan pelanggan yang ada dengan membangun dan mempertahankan brand loyalty dari pelanggan tersebut. Tujuan dilakukannya penelitian ini adalah untuk menguji model dari penelitian terdahulu yang dilakukan oleh Zehir et al., (2011). Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menggunakan populasi pelanggan Telkomsel yang bertempat tinggal di Surabaya. Dari populasi tersebut, diambil sampel sebanyak 100 responden. Dalam pengolahan data, digunakan software SPSS 16.0. Hasil dari penelitian ini adalah terdapat pengaruh dari brand communication dan service quality terhadap brand trust dan brand loyalty. Berdasarkan hasil analisis dan pengujian yang dilakukan, dapat disimpulkan bahwa semua hipotesis yang diajukan dalam penelitian ini diterima. Implikasi dari penelitian ini secara keseluruhan dapat digunakan dalam penelitian mendatang sebagai referensi, dan memberikan kontribusi bagi universitas dan peneliti sendiri. Selain itu, penelitian ini juga dapat digunakan bagi para praktisi, khususnya bagi pihak Telkomsel dalam mengambil keputusan yang menyangkut brand loyalty. Penelitian yang akan datang diharapkan dapat melakukan penelitian lanjutan dengan menggunakan model yang sama, namun dengan menggunakan objek dari industri yang berbeda, sehingga dapat diperoleh wacana yang lebih luas / PT Telkomsel is a market leader in this industry that has many competitors. With the increasing number of existing competitors, in this research will be observed that how Telkomsel as a market leader can defend its existing customer with building and maintaining the brand loyalty from that customers. The purpose of this study was to test the model of previous studied that performed by Zehir et al (2011). The research method used in this study is a quantitative method which the population is a Telkomsel’s customer that live in Surabaya. From this population, taken a sample of 100 respondents and use tool SPSS 16.0. The result of this study is there are effect from brand communication and service quality to brand loyalty through brand trust. Based on the result of analysis and testing, can be conclude that all of the proposed hypotheses in this study are received. The overall implication from this study can be used as a reference in the future research, and give the contributing for university and for researcher itself. In addition, this study can also be used for practitioners, especially for Telkomsel in making decisions regarding to brand loyalty. Future studies are expected to conduct continued research that using the same model, but using a object from a different industry, so it can be obtain a broader discourse
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | brand loyalty; service quality; brand trust; brand loyalty | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Rafael Rudy | ||||||||||||
Date Deposited: | 11 Dec 2023 08:20 | ||||||||||||
Last Modified: | 11 Dec 2023 08:20 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/59191 |
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