PENGARUH CUSTOMER INTIMACY DAN BRAND EQUITY TERHADAP CUSTOMER LOYALTY: Survei pada Pelanggan Komunitas Sariayu Martha Tilaar di Facebook

Novani G S Sipayung, - (2024) PENGARUH CUSTOMER INTIMACY DAN BRAND EQUITY TERHADAP CUSTOMER LOYALTY: Survei pada Pelanggan Komunitas Sariayu Martha Tilaar di Facebook. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Novani G S Sipayung (2004810) “Pengaruh Customer Intimacy dan Brand Equity terhadap Customer Loyalty (Survei pada Pelanggan Komunitas Sariayu Martha Tilaar di Facebook)” di bawah bimbingan Dr. Rd. H. Dian H Utama, M.Si dan Dr. Dita Amanah, MBA.

Penelitian ini bertujuan utuk memperoleh gambaran dan pengaruh customer intimacy dan brand equity terhadap customer loyalty pada pelanggan komunitas Sariayu Martha Tilaar di Facebook. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantiatif. Populasi dalam penelitian ini berjumlah 386 dengan sampel 186 responden yang merupakan pelanggan komunitas Sariayu Martha Tilaar di Facebook dengan menggunakan teknik pengambilan sampel yaitu non-probabilty sampling dengan metode purposive sampling. Data diolah secara statistik dengan menggunakan analisis jalur (path analysis) dengan bantuan software SPSS 24.0 for windows. Hasil Penelitian diketahui bahwa pengaruh customer intimacy dan brand equity terhadap customer loyalty berada pada kategori yang baik, variabel customer intimacy dan brand equity dinyatakan memiliki pengaruh terhadap customer loyalty, serta customer intimacy dan brand equity memiliki pengaruh positif dan signifikan secara simultan terhadap customer loyalty.

Novani G S Sipayung (2004810) "The Influence of Customer Intimacy and Brand Equity on Customer Loyalty (Survey of Sariayu Martha Tilaar Community Customers on Facebook)" under the guidance of Dr. Rd. H. Dian H Utama, M.Si and Dr. Dita Amanah, MBA.

This research aims to obtain an overview and influence of customer intimacy and brand equity on customer loyalty among customers of the Sariayu Martha Tilaar community on Facebook. This research uses descriptive and verification research with a quantitative approach. The population in this study was 386 with a sample of 186 respondents who were customers of the Sariayu Martha Tilaar community on Facebook using a sampling technique, namely non-probability sampling with a purposive sampling method. The data was processed statistically using path analysis with the help of SPSS 24.0 for Windows software. The research results show that the influence of customer intimacy and brand equity on customer loyalty is in the good category, the variables customer intimacy and brand equity are stated to have an influence on customer loyalty, and customer intimacy and brand equity have a positive and significant influence simultaneously on customer loyalty.

Keywords: Loyalty, Customer Intimacy, Brand Equity

Kata Kunci: Loyalitas, Customer Intimacy, Ekuitas Merek

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Item Type:	Thesis (S1)
Additional Information:	https://myaccount.google.com/?hl=id&pli=1&nlr=1 ID SINTA Dosen Pembimbing: RD DIAN HERDIANA UTAMA 5993184 DITA AMANAH 5976422
Uncontrolled Keywords:	gambaran customer intimacy, brand equity, dan customer loyalty serta pengaruh customer intimacy terhadap customer loyalty, pengaruh brand equity terhadap customer loyalty, dan pengaruh customer intimacy dan brand equity terhadap customer loyalty.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Novani G S Sipayung
Date Deposited:	11 Feb 2025 08:01
Last Modified:	11 Feb 2025 08:01
URI:	http://repository.upi.edu/id/eprint/130086

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