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) |
---|---|
Creators: | Creators NIM Email ORCID Limbongan, Mey Enggane NIM01120080077 UNSPECIFIED UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Ronald, Ronald UNSPECIFIED UNSPECIFIED Thesis advisor Amelia, Amelia UNSPECIFIED UNSPECIFIED |
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 |
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 |