Pengaruh Kualitas Pelayanan dan Citra Merek Terhadap Loyalitas Pelanggan (Studi Kasus Pada CV Healthy Sweet Nukita Food Bandung)
| Main Authors: | Annaiszara, Balqis, Listianti, Yulia, Hamali, Arif Yusuf |
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| Format: | Article application/pdf |
| Terbitan: |
STIE Ekuitas
, 2018
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| Subjects: | |
| Online Access: |
http://repository.ekuitas.ac.id/handle/123456789/479 |
Daftar Isi:
- Balqis Annaiszara - Manajemen Bisnis (MBIS), Politeknik Piksi Ganesha Bandung ; Yulia Listianti - Rekam Medis dan Informasi Kesehatan (RMIK), Politeknik Piksi Ganesha Bandung ; Arif Yusuf Hamali - Komputerisasi Akuntansi (KAT), Politeknik Piksi Ganesha Bandung ; Banking and Management Review; Volume 7, No.2, November 2018 ; ISSN : 2252- 8520
- This research was conducted at CV Healthy Sweet Nukita Food Bandung, aimed to know the effect of service quality and brand image to customer loyalty, and also to analyze the effect of service quality and brand image to customer loyalty at CV Healthy Sweet Nukita Food Bandung. Respondents of this research are 60 selected using proportionate stratified random sampling technique. The method used is descriptive and associative, which tests the correlation of independent and dependent variables using path analysis, and also done to determine the accuracy of measurement using the validity and reliability test. The result of partial test showed that service quality and brand image partially affect customer loyalty. The result of path analysis for simultaneous test showed that service quality and brand image have a significant effect to customer loyalty at CV Healthy Sweet Nukita Food Bandung simultaneously. Based on the interpretation of path equation, the result showed that the hypothesis is proved: there is an influence of service quality and brand image to customer loyalty at CV Healthy Sweet Nukita Food Bandung, either partially or simultaneously.