NILAI DAN EKUITAS MEREK BERBASIS PELANGGAN SERTA PENGARUHNYA TERHADAP LOYALITAS MELALUI KEPERCAYAAN PELANGGAN : STUDI EMPIRIS PENGGUNA JARINGAN INTERNET INDIHOME DI PROVINSI JAMBI

Widyanto, Irfan and Haryadi, Haryadi and yacob, syahmardi and Junaidi, Junaidi (2024) NILAI DAN EKUITAS MEREK BERBASIS PELANGGAN SERTA PENGARUHNYA TERHADAP LOYALITAS MELALUI KEPERCAYAAN PELANGGAN : STUDI EMPIRIS PENGGUNA JARINGAN INTERNET INDIHOME DI PROVINSI JAMBI. S3 thesis, Universitas Jambi.

	Text (DISERTASI FINAL) LAST-Disertasi Irfan Widyanto.pdf Restricted to Repository staff only Download (3MB)
	Text COVER.pdf Download (221kB)
	Text Penegesahan Disertasi Irfan Widyanto.pdf Restricted to Repository staff only Download (749kB)
	Text ASBTRAK.pdf Download (291kB)
	Text BAB I.pdf Restricted to Repository staff only Download (376kB)
	Text BAB VI.pdf Download (271kB)
	Text DAFTAR PUSTAK.pdf Download (285kB)

Abstract

NILAI DAN EKUITAS MEREK BERBASIS PELANGGAN SERTA PENGARUHNYA TERHADAP LOYALITAS MELALUI KEPERCAYAAN PELANGGAN : STUDI EMPIRIS PENGGUNA JARINGAN INTERNET INDIHOME DI PROVINSI JAMBI ABSTRAK Penelitian ini bertujuan mendapatkan bukti empiris Pengaruh Nilai dan Ekuitas Merek Berbasis Pelanggan Terhadap Loyalitas Melalui Kepercayaan Pelanggan: Studi Empiris Pengguna Jaringan Internet Indihome di Provinsi Jambi. Populasi dalam penelitian ini adalah pelanggan Indihome se-Provinsi Jambi per bulan November 2021 yang berjumlah 74.771 orang. Model pemilihan sampel adalah dengan cara random sampling, sehingga total sampel mengisi kuesioner penelitian ini yaitu 301 responden. Metode analisis data menggunakan metode Partial Least Squares dengan pendekatan Structural Equation Model untuk menguji pengaruh Nilai Dan Ekuitas Merek Berbasis Pelanggan Terhadap Loyalitas Melalui Kepercayaan Pelanggan. Hasil penelitian menunjukkan bahwa variabel nilai pelanggan berpengaruh positif dan signifikan terhadap kepercayaan pelanggan; Ekuitas merek berbasis pelanggan berpengaruh positif dan signifikan terhadap kepercayaan pelanggan;Nilai pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan; Ekuitas merek berbasis pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan; Kepercayaan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan; Kepercayaan pelanggan memediasi sebagian (partial mediation) pengaruh nilai pelangganterhadap loyalitas pelanggan dan Kepercayaan pelanggan memediasi sebagian (partial mediation) pengaruh ekuitas merek berbasis pelanggan terhadap loyalitas pelanggan. Semua temuan penelitian telah dipenuhi syarat yang harus dipenuhi dalam model SEM-PLS terutama model fit dan quality indeces. Kata kunci: Nilai Pelanggan; Ekuitas Merek Berbasis Pelanggan; Pelanggan dan Kepercayaan Pelanggan CUSTOMER BASED VALUE AND BRAND EQUITY AND ITS EFFECT ON LOYALTY THROUGH CUSTOMER TRUST: EMPIRICAL STUDY INTERNET NETWORK USERS INDIHOME IN JAMBI PROVINCE ABSTRACT This study aims to examine the effect of Value and Customer Based Brand Equityon Loyalty Through Customer Trust: Empirical Study Of Indihome Internet Network Users In Jambi Province The population in this study is Indihome customers throughout Jambi Province as of November 2021, totaling 74,771 person. The data analysis model was selected by means of random sampling, so that the total sample for filling out the research questionnaire was 301 respondents. The dataanalysis method uses the partial least squares method with a structural equation model approachto examine the effect of Value and Customer Based Brand Equity on Loyalty Through Customer Trust: Empirical Study Of Indihome Internet Network Users. The results of the study show that the Customer Value variablehas a positive and significant effect on Customer Trust; Customer Based Brand Equity variablehas a positive and significant effect on Customer Trust; Customer Value variable has a positive and significant effect on Customer Loyalty, Customer Based Brand Equity variablehas a positive and significant effect on Customer Loyalty; Customer Trust has a positive and significant effect on Customer Loyalty; Customer Trust mediates some of the effect of Customer Value on Cutomer Loyalty; and Customer Trust mediates some of the effect of Customer Based Brand Equity on Cutomer Loyalty. Keywords: Customer Value; Customer Based Brand Equity; Customer Loyalty and Customer Trust

Type:	Thesis (S3)
Subjects:	H Social Sciences > HB Economic Theory
Depositing User:	WIDYANTO
Date Deposited:	09 Jul 2024 08:57
Last Modified:	09 Jul 2024 08:57
URI:	https://repository.unja.ac.id/id/eprint/67037

Actions (login required)

View Item