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Pengaruh bauran pemasaran terhadap perceived value, perceived positioning dan loyalitas pelanggan Indosat Mentari = The influence of marketing mix on perceived value, perceived positioning and customer loyalty of Indosat Mentari / Andre Trifanni

Andre Trifanni; Gunawan, supervisor; Rizal Edy Halim, examiner; Triyono Arief Wahyudi, examiner ([Publisher not identified] , 2014)
 Abstrak
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap
perceived value, perceived positioning dan loyalitas pelanggan Indosat Mentari.
Data diperoleh melalui metode survey dengan kuesioner yang menggunakan 265
sampel pengguna kartu Indosat Mentari. Analisa data dimulai dari uji
pendahuluan yang mencakup uji validitas dan reliabilitas. Setelah instrumen
penelitian dinyatakan lolos uji, dilakukan analisa struktural menggunakan
Structural Equation Modelling(SEM). Hasil penelitian menunjukkan bahwa
bauran pemasaran memiliki pengaruh yang positif dan signifikan terhadap
perceived value, perceived value memiliki pengaruh yang positif dan signifikan
terhadap perceived positioning, perceived positioning memiliki pengaruh yang
positif dan signifikan terhadap loyalitas pelanggan, serta perceived value memiliki
pengaruh yang positif dan signifikan terhadap loyalitas pelanggan Indosat Mentari

ABSTRAK
This research aims to analyze the effect of marketing mix on perceived value,
perceived positioning and customer loyalty of Indosat Mentari. The Data obtained
through the survey with questionnaire method that uses a sample of 265 users
Indosat Mentari card. Data analysis starts from the preliminary test which
includes validity and reliability test. After research instruments stated the test
passes, the structural analysis is done using Structural Equation Modelling
(SEM). The results showed that marketing mix has a positive and significant
impact on the perceived value, perceived value has a positive and significant
influence on perceived positioning, perceived positioning has positive and
significant influence to customer loyalty, and the perceived value has a positive
and significant impact on customer loyalty of Indosat Mentari
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No. Panggil : T-Pdf
Nama orang :
Nama orang tambahan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2014
Program Studi :
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer (rdadontent)
Tipe Carrier : online resource
Deskripsi Fisik : xii, 124 pages : illustration ; 28 cm + appendix
Catatan Bibliografi : pages 121-124
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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