Perilaku Loyalitas Konsumen AC Merek XYZ: Kombinasi Expectation-Confirmation Theory, Kepuasan – Loyalitas, Dan Reputasi Merek.

Kristian, Dendy Masyiakh (2020) Perilaku Loyalitas Konsumen AC Merek XYZ: Kombinasi Expectation-Confirmation Theory, Kepuasan – Loyalitas, Dan Reputasi Merek. Masters thesis, Institute Technology Sepuluh Nopember.

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Abstract

Latar belakang penelitian ini adalah permasalahan kepuasan antara online dan juga toko konvensional membuat penurunan loyalitas konsumen AC merek XYZ. Sehingga diperlukan strategi yang tepat dan efektif untuk dapat bertahan dan mempertahankan konsumen loyal dari Air Conditioner (AC) merek XYZ. Penelitian ini dilakukan karena ingin mengetahui dan mempelajari konsep loyalitas pada suatu merek AC sehingga diharapkan dapat memberikan kontribusi bagi perusahaan untuk menentukan strategi dan meningkatan penjualan AC merek XYZ di masa depan. Penelitian ini mempelajari tentang loyalitas konsumen AC di kota Surabaya. Kombinasi teori Expectation Confirmation Theory pada kepuasan konsumen AC, hubungan antara kepuasan dan loyalitas dengan adanya variabel reputasi merek. Penggunaan metode structure equation modeling dapat memberikan gambaran yang cukup jelas untuk hubungan antara variabel. Dari pengolahan data yang dilakukan dapat dilihat jika hubungan antara variabel satisfaction dengan loyalty berpengaruh signifikan dengan nilai 0,901 dan hubungan variabel satisfaction dengan brand reputation yang berpengaruh signifikan dengan nilai 0,989. Harapan dalam penelitian ini yaitu untuk dapat mengetahui faktor yang dapat mempengaruhi loyalitas konsumen AC merek XYZ sehingga dapat digunakan referensi dalam pengambilan langkah strategis perusahaan. ================================================================================================================== The background of this researcher is satisfaction problem between online and conventional stores also reduces consumer loyalty in the XYZ brand AC. So that need the right and effective strategy to be able to survive and maintain loyal consumers of the XYZ brand Air Conditioner (AC). This research conduceted because want to know and learn the concept of loyalty in an AC brand so that it is expected to contribute to the company to determine the strategy and increase sales of the XYZ brand AC in the future. This research studies about AC consumer loyalty in the city of Surabaya. The combination of Expectation Confirmation Theory theory on AC consumer satisfaction, the relationship between satisfaction and loyalty with the presence of brand reputation variables. The use of structure equation modeling methods can provide a clearly picture for the relationship between variables. From the data processing can be seen if the relationship between satisfaction with loyalty variables significantly influence the value of 0.901 and the relationship of satisfaction variables with brand reputation that has a significant effect with the value of 0.989. The expectation in this research is to be able to find out the factors that can influence the consumer loyalty of the XYZ brand AC so that it can be used as a reference in taking strategic steps of the company.

Item Type: Thesis (Masters)
Uncontrolled Keywords: expectation confirmation theory, kepuasan, reputasi merek, kesetiaan, perilaku konsumen, Elektronik Air Conditioner. expectation confirmation theory, satisfaction, brand reputation, loyalty, consumer behaviour, Air Conditioner Electronic.
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management
Depositing User: Dendy Masyiakh Kristian
Date Deposited: 11 Aug 2020 03:02
Last Modified: 11 Aug 2020 03:02
URI: https://repository.its.ac.id/id/eprint/77367

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