Ditemukan 202341 dokumen yang sesuai dengan query
Almira Farahita Tabina
"Dalam lanskap perkembangan platform pembelajaran digital yang terus berubah, yang ditandai oleh kemajuan teknologi yang cepat dan pergeseran paradigma pendidikan, persepsi dan kepercayaan pelanggan memiliki pengaruh signifikan dalam membentuk loyalitas pelanggan pada suatu perusahaan di industri pendidikan (Al-Sharhan et al., 2020). Namun, meskipun ketergantungan pada platform digital untuk tujuan pendidikan semakin meningkat, masih ada kesenjangan penelitian yang mencolok mengenai mekanisme tepat bagaimana persepsi dan kepercayaan pelanggan dapat memengaruhi loyalitas pelanggan dalam domain ini. Penelitian ini bertujuan untuk menganalisis lebih lanjut mengenai dampak brand knowledge, perceived product quality, perceived service quality terhadap brand loyalty dengan adanya peran mediasi dari brand trust dan customer satisfaction. Populasi penelitian berjumlah 310 responden dengan kriteria berusia di atas 17 tahun yang pernah membeli atau mengikuti program pelatihan pada platform Karier.mu dalam kurun waktu enam bulan terakhir. Penelitian ini menggunakan metode kuantitatif dan dilakukan analisis menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS).
In the landscape of evolving digital learning platforms, marked by rapid technological advancements and shifts in educational paradigms, consumer perceptions and trust significantly influence consumer loyalty to a company in the education industry (Al-Sharhan et al., 2020). However, despite the increasing reliance on digital platforms for educational purposes, there remains a notable research gap regarding the precise mechanisms through which consumer perceptions and trust can impact consumer loyalty in this domain. This study aims to further analyze the impact of brand knowledge, perceived product quality, and perceived service quality on brand loyalty with the mediating role of brand trust and customer satisfaction. The research population consists of 310 respondents aged above 17 years who have purchased or participated in training programs on the Karier.mu platform within the last six months. This study utilizes a quantitative method and employs analysis using the Structural Equation Modeling-Partial Least Square (SEM-PLS) approach."
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
T-pdf
UI - Tesis Membership Universitas Indonesia Library
Zafira Fiona Islami
"Konsumen sekarang sudah tidak lagi mencari brand yang hanya dapat memberikan mereka tangible benefits, tetapi juga yang dapat memberikan intangible benefits. Mereka mencari brand yang dapat memikat dan menyentuh hati, sesuatu yang menarik. Konsumen menginginkan sesuatu yang lebih dari sebuah produk, mereka ingin merasakan sesuatu untuk merasa puas. Penting bagi sebuah brand untuk mengaplikasikan experiential marketing, untuk mencapai keberlanjutan pada bisnis. Yang kedepannya, dapat melahirkan konsumen yang loyal pada brand. Penelitian sebelumnya menunjukan hasil yang signifikan terhadap efek dari pengimplementasian brand experience terhadap terbentuknya brand loyalty, dengan efek mediasi terhadap hubungan tersebut. Penelitian ini bertujuan untuk menganalisa efek positif dari brand experience terhadap brand loyalty yang dimediasi oleh perceived quality, brand love, dan brand trust, dengan menggunakan konteks studi brand Sejauh Mata Memandang. Metode purposive sampling digunakan untuk mengambil data dari 196 responden yang berusia 15 hingga 65 tahun, yang sebelumnya telah membeli produk dari Sejauh Mata Memandang dalam kurun waktu satu tahun terakhir. PLS-SEM kemudian digunakan untuk mengolah data tersebut. Penemuan pada penelitian ini menunjukan bahwa efek dari brand experience terhadap brand loyalty terbukti tidak signifikan. Meskipun begitu, hubungan keduanya dimediasi secara signifikan melalui brand love dan brand trust.
Consumers nowadays are no longer looking for brands who can only provide them with tangible benefits, but also ones with intangible benefits as well. They seek brands who can captivate their senses and touch their hearts with something that is fascinating, real and authentic. Consumers want more than a product, they want experience to be satisfied. It is critical for brands to practice experiential marketing in order to achieve business sustainability. Ultimately this would also result in loyal consumers towards the brand. Previous studies have shown significant results from implementing brand experiences towards building brand loyalty—with mediating effects in the relationship. This study aims to examine the positive effect of brand experiences towards brand loyalty mediated by perceived quality, brand love, and brand trust, in the context of Sejauh Mata Memandang. Purposive sampling methods were used to collect data from 196 respondents aged 15 to 65 who had purchased any products from Sejauh Mata Memandang in the previous year. Partial Least Squares Structural Equation Modeling (PLS-SEM) was then used to process the data collected. The findings of this study suggest that the effect of brand experience on brand loyalty has been proven to be positively insignificant. However, the relationship between brand experience and brand loyalty are mediated by brand love and brand trust."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia , 2022
S-pdf
UI - Skripsi Membership Universitas Indonesia Library
Achmad Irdani Fadlurrahman
"Indonesia sudah dilanda pandemi Covid-19 terhitung sejak pada bulan Maret 2020. Dahsyatnya dampak yang diberikan oleh pandemi sendiri akhirnya memberikan dampak terhadap beragam sektor industri di dunia dan juga di Indonesia salah satunya adalah industri penerbangan. Agar dapat mempertahankan dan meningkatkan loyalitas pelanggan yang sudah lama terbangun jauh sebelum pandemi Covid-19 melanda, pada akhirnya industri penerbangan, salah satunya adalah Citilink, melakukan beragam inovasi. Tujuan dari penelitian ini adalah menganalisis pengaruh Customer Engagement, Service Quality, Perceived Value, Customer Satisfaction, dan Brand Image terhadap Customer Loyalty penumpang maskapai penerbangan Citilink di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei berdasarkan purposive sampling terhadap populasi. Jumlah responden dalam penelitian ini adalah 100 orang yang peneliti dapatkan menggunakan questionnaire. Data yang didapatkan kemudian peneliti olah menggunakan SPSS melalui analisis statistic deskriptif dan analisis regresi sederhana. Hasil dalam penelitian ini memperlihatkan bahwa hubungan yang dimiliki dalam model penelitian signifikan dan saling memiliki pengaruh antara satu dengan yang lain.
Indonesia has been hit by the Covid-19 pandemic since March 2020. The devastating impact of the pandemic itself has finally had an impact on various industrial sectors in the world and also in Indonesia, one of which is the aviation industry. In order to maintain and increase customer loyalty that had been built long before the Covid-19 pandemic hit, in the end the aviation industry, one of which was Citilink, made various innovations. The purpose of this study was to analyze the effect of Customer Engagement, Service Quality, Perceived Value, Customer Satisfaction, and Brand Image on Customer Loyalty of Citilink airline passengers in Jakarta. This study uses a quantitative approach through a survey method based on purposive sampling of the population. The number of respondents in this study were 100 people which the researchers obtained using a questionnaire. The data obtained were then processed using SPSS through descriptive statistical analysis and simple regression analysis. The results in this study show that the relationships in the research model are significant and mutually influence each other."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2021
S-pdf
UI - Skripsi Membership Universitas Indonesia Library
Isnaini Nursilvia
"Penelitian ini bertujuan untuk mengetahui bahwa pengalaman merek pada konsumen Gojek Indonesia memiliki pengaruh terhadap loyalitas merek. Sampel yang digunakan dalam penelitian ini merupakan para pengguna Gojek Indonesia yang berdomisili di Indonesia yang berusia 18-28 tahun. Terdapat sebanyak 290 responden terkumpul yang menggunakan metode purposive sampling. Kemudian, diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari pengalaman merek yang dirasakan oleh konsumen Gojek Indonesia terhadap loyalitas merek melalui persepsi kualitas dan kepercayaan merek. Penelitian ini menunjukkan bahwa loyalitas merek dipengaruhi secara langsung oleh pengalaman merek, persepsi kualitas, dan kepercayaan merek. Selain itu, persepsi kualitas dan kepercayaan merek juga memiliki efek mediasi terhadap hubungan antara pengalaman merek dan loyalitas merek. Penelitian ini diharapkan dapat membantu perusahaan pada industri on-demand service dalam meningkatkan loyalitas merek dari konsumen mereka.
This study aims to determine that the brand experience of Gojek Indonesia customers has an influence on brand loyalty. The samples used in this study are Gojek Indonesia users who are domiciled in Indonesia aged 18-28 years. There were 290 respondents collected using purposive sampling method. The date is processed and analyzed using Partial Least Square - Structural Partial Model (PLS-SEM). The results of this study show the influence of the brand experience felt by Gojek Indonesia customers on brand loyalty through perceived quality and brand trust. This study shows that brand loyalty is directly influenced by brand experience, perceived quality, and brand trust. Moreover, perceived quality and brand trust also have a mediating effect on the relationship between brand experience and brand loyalty. This study is expected to help companies in the on-demand service industry in increasing brand loyalty from their customers."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
S-pdf
UI - Skripsi Membership Universitas Indonesia Library
Areza Pradityo
"Tujuan dari penelitian ini adalah melakukan analisis pengaruh perceived value terhadap
customer satisfaction dan brand trust pada Maskapai Penerbangan AirAsia Indonesia. Penelitian ini menggunakan sampel sebanyak 100 responden yang mengetahui Maskapai Penerbangan AirAsia Indonesia dan pernah menggunakan layanan dari maskapai penerbangan tersebut lebih dari 2 kali dengan metode non-probabiiity sampling dan teknik purposive. Dalam penelitian ini, instrumen penelitian yang digunakan adalah kuesioner serta regresi yang digunakan adalah regresi linear. Hasil dari penelitian ini menunjukan bahwa perceived value memiliki pengaruh positif terhadap customer satisfaction. Perceived value juga disimpulkan memiliki pengaruh positif terhadap brand trust.
The aim of this study is to analyze the effects of perceived value on customer satisfaction and brand trust on the AirAsia Indonesia Airline Carrier. This study uses 100 sample that knows AirAsia Indonesia and have flown with them for more than twice. The processing of the data uses non-probability method and the technique of purposive sampling. In this study, survey through questionnaire are the instruments of study and linear regression are the method of analyzing the outcome. The results of this study indicates that there is significant positive effect between perceived value and customer satisfaction, which customer satisfaction is affected by perceived value, whereas significant positive effect are also found on the correlation between perceived value and brand trust, which brand trust is affected by perceived value."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2018
S-Pdf
UI - Skripsi Membership Universitas Indonesia Library
Nindya Kinanti
"
ABSTRAKPenelitian ini ingin melihat pengaruh perceived brand value terhadap brand loyalty yang dimediasi oleh brand trust dan brand affect pada dua kategori brand yaitu sustainable brand dan conventional brand pada produk kosmetik dan skin care. Penelitian ini juga menggunakan sustainability knowledge dan fashion consciousness sebagai variabel moderasi. Penelitian ini dilakukan dengan menyebarkan kuesioner dan memperoleh sebanyak 232 responden. Hasil penelitian menunjukkan bahwa perceived brand value berpengaruh terhadap brand trust dan brand affect pada kedua kategori brand. Brand trust dan brand affect berpengaruh terhadap brand loyalty pada kedua kategori brand. Moderasi sustainability knowledge tidak memperkuat pengaruh positif perceived brand value terhadap brand trust dan brand affect pada sustainable brand. Moderasi fashion consciousness juga tidak memperkuat pengaruh positif perceived brand value terhadap brand trust dan brand affect pada conventional brand.
ABSTRACTThis study discusses the influence of perceived brand value on brand loyalty mediated by brand trust and brand affect on two brand categories which are sustainable brand and conventional brand. This study also discusses the moderating effect of sustainability knowledge and fashion consciousness on the relationship between perceived brand value on brand trust and brand affect. The data was collected through online questionnaire with the sample of 232 respondents. The result shows that there is a positive influence of perceived brand value on brand trust and brand affect on both brand categories. Brand trust and brand affect have positive influence on brand loyalty on both brand categories. Sustainability knowledge as a moderating variable does not enhance the relationship between perceived brand value on brand trust and brand affect for sustainable brand category. Fashion consciousness as a moderating variable also does not enhance the relationship between perceived brand value on brand trust and brand affect for conventional brand category."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia , 2020
T-Pdf
UI - Tesis Membership Universitas Indonesia Library
Bana Satria Purwanto
"Penelitian ini bertujuan untuk menganalisis pengaruh brand experience dan brand personality terhadap brand loyalty melalui brand prestige, brand trust, dan customer satisfaction dari produk sepeda motor Honda CBR150R. Penelitian ini menggunakan pendekatan kuantitatif metode survei pada pengguna sepeda motor Honda CBR150R di Jakarta. Sampel dalam penelitian ini berjumlah 100. Penelitian melakukan uji validitas dengan analisis faktor dan reliabilitas dengan Cronbach’s Alpha. Structural Equation Modelling (SEM) digunakan dalam pengujian hipotesis. Hasil penelitian menunjukkan bahwa brand experience memiliki pengaruh langsung terhadap brand prestige dan brand loyalty; brand personality memiliki pengaruh langsung ke brand prestige dan brand trust; brand trust memiliki pengaruh langsung dan tidak langsung ke brand loyalty. Sementara, brand prestige terbukti tidak memiliki pengaruh tidak langsung terhadap brand loyalty.
This study aims to analyse the effect of brand experience and brand personality on brand loyalty through brand prestige, brand trust, and customer satisfaction from Honda CBR150R. This study uses a quantitative approach to survey the methods for Honda CBR150R motorcycle users in Jakarta. This study uses 100 respondents as a sample to collect data through questionnaire. The study employs validity measurement using factor analysis and reliability measurement using Cronbach's Alpha. Structural Equation Modelling (SEM) is used in hypothesis testing. The findings present that brand experience has a direct effect on brand prestige and brand loyalty; brand personality has a direct effect on brand prestige and brand trust; brand trust has a direct effect and an indirect effect on brand loyalty. In addition, brand prestige is revealed has no indirect effect on brand loyalty."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2021
S-pdf
UI - Skripsi Membership Universitas Indonesia Library
Rahmah Syafira
"Persaingan e-commerce di Indonesia mengharuskan perusahaan e-commerce untuk membuat strategi baru untuk dapat mempertahankan loyalitas konsumen. Gamification diyakini memiliki pengaruh yang kuat untuk dapat menarik dan melibatkan konsumen sehingga konsumen loyal terhadap sebuah e-commerce. Tesis ini membahas pengaruh gamification terhadap brand loyalty pada e-commerce di Indonesia melalui customer engagement sebagai variabel intervening dan customer satisfaction sebagai variabel moderating. Pendekatan yang digunakan dalam penelitian ini menggunakan pendekatan kuantitatif kepada 200 responden pengguna kuis Shopee.
Metode analisis data dilakukan dengan menggunakan analisis deskriptif dan analisis jalur. Dalam penelitian ini terdapat tiga model penelitian, yaitu pertama pengaruh gamification terhadap brand loyalty secara langsung, kedua pengaruh gamification terhadap brand loyalty melalui customer engagement sebagai variabel intervening dan ketiga pengaruh gamification terhadap brand loyalty melalui customer engagement sebagai variabel intervening dan customer satisfaction sebagai variabel moderating.
Hasil penelitian membuktikan gamification berpengaruh terhadap brand loyalty secara langsung; gamification berpengaruh terhadap brand loyalty melalui customer engagement sebagai variabel intervening; dan customer satisfaction tidak dapat memoderasi pengaruh antara customer engagement dengan brand loyalty. Pada praktiknya e-commerce dapat menerapkan gamification dengan menggunakan elemental tetrad model untuk meningkatkan loyalitas konsumen sehingga perusahaan dapat bersaing dan mengembangan bisnis. Selain itu, segmentasi responden dapat dipertimbangkan untuk mengukur karakteristik dari pengguna sebuah gamification sehingga dapat dijadikan acuan bagi perusahaan dalam penerapan tipe gamification yang tepat.
The competition of e-commerce in Indonesia requires e-commerce companies to create new strategies to be able to maintain consumer loyalty. Gamification is believed to have a strong influence to attract and engage consumers so that consumers are loyal to the e-commerce. This thesis discusses the effect of gamification on brand loyalty in e-commerce in Indonesia through customer engagement as an intervening variable and customer satisfaction as a moderating variable. The approach used in this study uses quantitative approach with 200 respondents Kuis Shopee users.Data analysis method is done by using descriptive analysis and path analysis. In this study there are three research models, firstly the effect of gamification on brand loyalty directly, secondly the effect of gamification on brand loyalty through customer engagement as an intervening variable and thirdly the effect of gamification on brand loyalty through customer engagement as an intervening variable and customer satisfaction as a moderating variable.The results of the study prove that gamification directly affects brand loyalty; gamification has an effect on brand loyalty through customer engagement as an intervening variable; and customer satisfaction cannot moderate the influence between customer engagement and brand loyalty. In practice e-commerce can apply gamification by using elemental tetrad model to increase consumer loyalty so that companies can compete and develop the business. In addition, segmentation of the respondent can be considered to measure the characteristics of gamification users so that it can be used as a reference for companies in applying the right type of gamification."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2019
T55307
UI - Tesis Membership Universitas Indonesia Library
Kurnia Ibnu Azhari
"
ABSTRAKTesis ini membahas pengaruh perceived service quality of endorsed brand, parent brand reputation dan attitude toward endorsed brand terhadap loyalitas dari brand Citadines Rasuna Jakarta (Serviced-apartment yang merupakan endorsed brand dari Ascott Limited).
Penelitian ini menggunakan descriptive research design dengan metode survey (kuesioner) dengan rancangan cross-sectional yang dilakukan terhadap pengguna layanan serviced-apartment Citadines Rasuna Jakarta. Teknik sampling yang digunakan adalah non-probability sampling menggunakan sampling jenuh (sensus). Hasil dari penelitian ini menunjukkan bahwa perceived service quality of endorsed brand berpengaruh positif terhadap attitude toward endorsed brand. Parent brand reputation berpengaruh positif terhadap perceived service quality of endorsed brand.
Hasil penelitian juga menunjukkan ternyata parent brand reputation berpengaruh positif terhadap attitude toward endorsed brand. Selain itu dari hasil penelitian juga diperoleh hasil bahwa baik perceived service quality of endorsed brand, parent brand reputation, dan Attitude toward endorsed brand berpengaruh positif terhadap endorsed brand loyalty.
ABSTRACTThis thesis discusses the effect of perceived service quality of endorsed brand, parent brand reputation and attitude toward endorsed brand on Citadines Rasuna Jakarta brand loyalty (Serviced-apartment brand which is endorsed by Ascott Limited).This study uses descriptive research design with cross-sectional survey method (questionnaire) and using serviced-apartment Citadines Rasuna Jakarta users as the respondens. The sampling technique used is non-probability sampling with sensus method. Results from this study showed that the perceived service quality of endorsed brand have positive effect on attitude toward endorsed brand. Parent brand reputation have positive effect on perceived service quality of endorsed brand.The results also showed parent brand reputation turned out to be a positive influence on attitude toward endorsed brand. In addition, from the results of the study also showed that whether perceived service quality of endorsed brand, parent brand reputation, or attitude toward endorsed brand, altogether have positive effect on endorsed brand loyalty."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
T-Pdf
UI - Tesis Membership Universitas Indonesia Library
Hary Hans Dwi Hendro Cahyadibroto
"Industri otomotif di Indonesia lima tahun telah teijadi persaingan antara merek-merek yang berasal dari pabrikan Jepang, Eropa, dan Amerik:a, bebkan China. Produsen berusaba untuk mendapetkan customer perceived value yang positif dan brand trust sehingga loyalitas dari konsumen akan tereapai. Melalul penelitian ini pemdis ingin melihat loyalitas pengguna mobil di Jakarta yang dipengaruhi oleh customs perceived value dan brand trust. Serta ingin mengetahul apakah tiga variebel tersebut mempunyai pengaruh yang positif. Penelitian ini menggunakan menggunakan kuesloner yang disebarkan kepada responden dan menggunakan regresi sederhana dalam menganalisa data primernya. Hasilnya customer perceived value dan brand trust memang mempengarubi dari loyalitas pengguna mobil di Jakarta.
Automotive Industry in Indonesia has a positive growth for five years behind. The competition is happen between Japan, Europe, America and China car to get market share in Indonesia. They all innovative to get positive customer perceived value and brand trust from customer. With customer perceived value and brand trust can generate brand loyalty from customer. The research subjects are car users and they are asked to respond the questionnaire on understanding the effect of customer perceived value and brand trust on brand loyalty. The research is use a simple regression to analyze the primary data. And 1he result is customer perceived value and brand trust has a positive effect on car users brand loyalty in Jakarta."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2009
T31985
UI - Tesis Open Universitas Indonesia Library
