KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 9 No. 3 (2023): Kalbisiana

Pengaruh Kualitas Layanan & Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan di Nagadigit

Evelyna Septiani Hirawan (Institut Teknologi & Binis Kalbis)
Siti Nurjanah (Institut Teknologi dan Binis Kalbis)

Article Info

Publish Date
23 Oct 2023

Abstract

This study aims to identify the effect of service quality & brand image on customer loyalty through Nagadigit customer satisfaction. This study uses a quantitative method using SPSS. This research technique uses survey research techniques with online questionnaire distribution data collection methods. The sampling technique used was the Slovin technique with 94 respondents. This study uses validity, reliability, classical assumptions and hypotheses. In the hypothesis test, the results of the path analysis test conducted show that the effect of service quality (X1) and brand image (X2) on customer loyalty (Z) through customer satisfaction (Y) has a smaller coefficient when compared to the effect of service quality (X1) and brand image (X2) on customer loyalty (Z) directly, so that customer satisfaction (Y) cannot be an intervening variable between service quality (X1) and brand image (X2) on customer loyalty (Z).

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...