Analisis Pengaruh Atribut Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dan Loyalitas Merek (Studi Kasus Abuba Steak Cipete)

Pratama, Hastiyalianto Putra (2011) Analisis Pengaruh Atribut Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dan Loyalitas Merek (Studi Kasus Abuba Steak Cipete). S1 thesis, STIE Indonesia Banking School.

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Abstract

This is a research which observes the relationship between product attributes, service performance, customer satisfaction and brand loyalty to Abuba Steak Restaurant. The product attributes is measured through some attributes such as taste, scene, quality, price, and brand reputation. The service performance is measured through five dimensions which are tangibles, reliability, responsiveness, assurance, and emphaty. Meanwhile, the customer satisfaction only measured by whether customer satisfied or not. The brand loyalty is measured through some attributes such as habitual behaviour, switching cost, liking of the brand, and commitment. The result of the research reveals that customer satisfaction and brand loyalty levels to The Abuba Steak Restaurant tends to be good. Besides that, attributes product and service performance can be used for measured the brand loyalty directly without through customer satisfaction. Thus, the result of the research is relevant and at the same time supports the theory of brand loyalty. Keywords: product attributes, service performance, customer satisfaction, brand loyalty.

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Prodi S1 Manajemen
Depositing User:	Mrs. Deli Apsa
Date Deposited:	03 Sep 2020 05:38
Last Modified:	18 Jul 2024 02:10
URI:	http://repository.ibs.ac.id/id/eprint/1191

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