ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS MEREK PADA PRODUK HANDPHONE MEREK IPHONE DENGAN KEPUASAN PELANGGAN DAN KUALITAS PRODUK SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PENGGUNA IPHONE DI KOTA SEMARANG)
Abstract: This study animed to
analyze factors that effect brand loyalty on iphone with the customer
satisfaction and quality of products as intervening variables on the user’s
phone brand the iphone yn the city of Semarang. The variables used in this
study are service quality as independent variables, then the customer’s
satisfaction and quality of product as intervening variables and brand loyalty
as the dependent variable.
Sample in this study are 158 respondents of iphone customer’s in
Semarang. The method used is Accedental Sampling by distributting
questionnaires to the respondents. The study developed a theoretical model with
purposeto of examine four hyphotheses to be tested using analysis tools
Structural Equation Modelling (SEM) which is operated through a program AMOS
22.0
Based in research of data processing SEM full mdel has met the criteria
of goodness of fit as follows: the value of chi-square, CMIN/DF, CFI, TLI, GFI,
AGFI, probability, RMSEA. Within the
result, it can be said that this model is feasible to be used. The result show
that the brand loyalty can be improved by increasing quality of product affect
the customer’s satisfaction as a determinant of success increase brand loyalty.
Keywords: service quality,
customer satisfaction, quality of product, brand loyalty
Penulis: Suci A Y Sitanggang,
Mudiantono Mudiantono
Kode Jurnal: jpmanajemendd171005
