PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN REPUTASI MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Empiris Pada Restoran Cepat Saji KFC Di Kota Palembang)

Gustian, Ferdinand (2018) PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN REPUTASI MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Empiris Pada Restoran Cepat Saji KFC Di Kota Palembang). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT This study aims to determine whether or not the effect of product quality, service quality, brand reputation on customer satisfaction, and the effect of product quality, service quality, brand reputation on customer loyalty and to determine whether or not the mediation effect of product quality, service quality and brand reputation to customer loyalty through customer satisfaction as intervening variable at KFC fast food restaurant in Palembang City. The sampling technique using purposive sampling method that produces 100 respondents. Hypothesis testing of this research using path analysis with SPSS.20. The results of the study explain the quality of product, service quality, brand reputation effect on customer satisfaction and product quality, service quality, brand reputation effect on customer loyalty, and customer satisfaction can mediate product quality and brand reputation to customer loyalty but customer satisfaction can not mediate the quality of service to customer loyalty. Keywords: Product Quality, Service Quality, Brand Reputation, Customer Satisfaction, Customer Loyalty

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