scholarly journals PENG ARUH BRAND IMAGE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION (STUDI PADA HOTEL OYO SURABAYA)

2021 ◽  
Vol 5 (1) ◽  
pp. 25
Author(s):  
Ilham Anjas Wahyudi
Keyword(s):  
Customer Satisfaction ◽  
Brand Image ◽  
Hypothesis Test ◽  
Field Research ◽  
Likert Scale ◽  
Experiential Marketing ◽  
Marketing Influence ◽  
Independent Variable

Penelitian ini bertujuan untuk mengetahui adakah pengaruh antara brand image dan experiential marketing sebagai variabel independen terhadap kepuasan pelanggan sebagai varibel dependen pada hotel OYO di Surabaya. Penelitian ini menggunakan metode quantitative dengan responden 110 orang yang berusia 18 – 50 tahun. Kuesioner one-on-one diterapkan pada pelanggan hotel OYO yang pernah menginap minimal 1 kali di hotel OYO di Surabaya. Setelah dilakukan uji validitas dan reliabilitas indikator penelitian, maka dilakukan uji hipotesis. Teknik analisis data yang digunakan adalah regresi linier berganda. Instrumen penelitan berupa observasi, wawancara, dan kuesioner dianalisis menggunakan skala likert. Hasil peenlitian menunjukkan bahwa citra merek tidak berpengaruh terhadap kepuasan konsumen, tetapi berbeda dengan experiential marketing yang berpengaruh positif terhadap kepuasan konsumen. This study aims to research is there any influence between brand image and experiental marketing as independent variable to customer satisfaction as  dependent variable in OYO Hotels in Surabaya. This study used quantitavie method and  using 110 people as a respondents with a vulnerable age of 18-50 years. In the context of this field research, an one-on-one quistionnare has been applied on customer OYO hotels people who have stay at least 1 time in OYO Hotels in Surabaya. After testing the validation and reliability of the research indicators, a hypothesis test was conducted. The technique to analyse of this research was regression linier. Instrument this research are observation, interview, and questionniare that analyzed using likert scale This research’s result showed that brand image does not influence customer satisfaction, but the different result was founded thah experiential marketing influence significantly to customer satisfaction.

scholarly journals Determinants Of Hotel Consumer Loyalty In South Sumatra

2021 ◽  
Vol 07 (09) ◽  
Author(s):  
Maftuhah Nurrahmi ◽  
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Customer Value ◽  
Brand Image ◽  
Positive Impact ◽  
Hypothesis Test ◽  
Equation Modeling ◽  
Analysis Tool ◽  
Consumer Loyalty ◽  
Positive Impression

Describing consumer assessments of Brand Image, CEM, Satisfaction, Customer Value, and Consumer Loyalty in the 3-star hotel industry in South Sumatra and prove whether the modification of the dimensions of each proposed research model can be proven, as well as to the strong research hypotheses is the aim of the research. Inferential is a design used to explain the relationship between variables and describe variables. Research location in South Sumatra, the object of the research is the consumer of 3-star hotels in South Sumatra. The number of star hotels in South Sumatra is 76 hotels, 15 of which are 3-star hotels. The population in this study were all hotel guests from 15 3 star hotels in South Sumatra, the number of which is infinite, the sample was taken about 225 with purposive sampling technique. The research data used are primary data using a questionnaire, the analysis tool used is descriptive statistics supported by SPSS software and analysis of Structural Equation Modeling (SEM) with Lisrel. Hypothesis test states that: Hotel services do not have additional value, even though they are 3-star services still have to be adequate. The consumer loyalty of 3-star hotels in South Sumatra is not yet high, this is because the brand image has not been able to increase consumer loyalty, even though it has been able to give a positive impression on the Customer Value and has a positive impact on Customer Satisfaction. CEM 3-star hotels in South Sumatra are still implemented simply because implementing CEM is expensive. CEM has not increased Customer Loyalty and has not given a positive impression on Customer Value even though it has had a positive impact on Customer Satisfaction. CEM was developed from transactional marketing so that besides being able to further enhance the impressive customer experience, high customer satisfaction, it is also able to increase customer loyalty and customer value.

scholarly journals PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUASAN PELANGGAN VILLAGE FUTSAL MEDAN

2018 ◽  
Vol 13 (1) ◽  
Author(s):  
Luthfi Azwardy ◽  
Adelina Lubis
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Significant Influence ◽  
Brand Image ◽  
Hypothesis Test ◽  
Linear Analysis ◽  
T Test ◽  
Coefficient Of Determination ◽  
Analysis Technique ◽  
The Relationship

This study aims to determine and prove whether the brand image and price of customer satisfaction Village Futsal Medan. Types This study is an associative questioning the relationship between two variables. Data analysis technique using multiple linear analysis with hypothesis test using t test, f test and coefficient of determination. The results of the discussion and conclusion indicate that incentives and motivation partially and siimultan have positive and significant influence to customer satisfaction of Village Futsal Medan. Keywords: Brand Image, Price, Customer Satisfaction

scholarly journals The Effect of Service Quality on Customer Satisfaction at Koperasi Karyawan PT. Lotus Indah Textile Industry

2019 ◽  
Vol 2 (2) ◽  
pp. 172-178
Author(s):  
Damarsari Ratnasahara Elisabeth ◽  
Akhmad Nasir ◽  
Joko Suyono
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Correlation Coefficient ◽  
Textile Industry ◽  
Hypothesis Test ◽  
Test Reliability ◽  
Reliability Test ◽  
Processing Data ◽  
Dependent Variables ◽  
Independent Variable

This type of research uses a correlation coefficient, the sample used in this study is members who are also customers of Koperasi Karyawan PT. Lotus Indah Textile Industry in Surabaya as many as 50 customers who actively transact as many as 5 to 6 times each month. Processing data using validity test, reliability test and hypothesis test using t-test. The results of the correlation coefficient analysis using the SPSS 22.0 program amounted to 0.544 which means that there is an influence between employee service quality (x) on customer satisfaction (y). The results of the discussion and the results of testing the independent variable (x) service quality with dependent variables (y) customer satisfaction that H0 is rejected and H1 is accepted, because with t-count of 4.4917 > t table of 1.6672. This means that there is an influence of variable (x) on variable (y).

scholarly journals ANALISIS PENGARUH BRAND IMAGE ,SERVICE QUALITY DAN PRICE TERHADAP CUSTOMER SATISFACTION

2019 ◽  
Vol 8 (9) ◽  
pp. 5867
Author(s):  
Juliana Juliana
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Sampling Method ◽  
Total Population ◽  
Brand Image ◽  
Sampling Technique ◽  
Analysis Technique ◽  
Free Service ◽  
Independent Variable ◽  
Positive Effect

Telkomsel is the largest cellular telecommunications operator in Indonesia. This study aims to analyze how the influence between brand image, service quality and price on customer satisfaction. This research was conducted on Telkomsel operator customers at Karawaci Lippo Village. Total population of all customers using Telkomsel operators in Karawaci Lippo Village. Samples taken using non probability sampling method with purposive sampling technique. Data was obtained by distributing questionnaires to 100 respondents who were distributed directly. The data analysis technique used is using multiple regression analysis. The results obtained show that the brand image independent variable has a positive effect on the dependent variable customer satisfaction free service quality variable has a positive effect on the dependent variable customer satisfaction and the independent variable price has a positive effect on customer satisfaction Keywords: brand image,, service quality, price, customer satisfaction

PENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN SEBAGAI VARIABEL ANTARA

2019 ◽  
Vol 4 (2) ◽  
pp. 307-316
Author(s):  
Hanim Faizal ◽  
Siti Nurjanah
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Hypothesis Test ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Product Price ◽  
Marketing Activities ◽  
Place Promotion ◽  
Customer Trust

The objective of this research is to know the effect of perceived quality, brand image towards customer loyalty through customer trust and customer satisfaction as intervening variables. The research model is the quantitative approach through a survey of 170 Mazda customers across 17 Dealers in Java, Kalimantan & Sulawesi. The sampling method is purposive sampling. The hypothesis test result shows that there is significant effect between perceived quality and brand image towards customer trust. And there is significant effect between perceived quality and brand image towards customer satisfaction. There is no significant effect between perceived quality towards customer loyalty and there is no significant effect between customer trust towards customer loyalty. But there is significant effect between brand image towards customer loyalty and there is significant effect between customer satisfaction towards customer loyalty. Based on the result, the company need to do marketing strategies by using 6P’s (People, Payplan, Product, Price, Place, Promotion) in order to enhance the positive impression of perceived quality and build customer trust through marketing activities to make a customer loyal to use Mazda car in Indonesia. Keywords: perceived quality, brand image, customer trust, customer satisfaction, customer loyalty

PENGARUH NILAI PELANGGAN DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN JASA EKSPEDISI POS INDONESIA

2021 ◽  
Vol 5 (1) ◽  
Author(s):  
Iswatun Chasanah
Keyword(s):  
Linear Regression ◽  
Customer Satisfaction ◽  
Multiple Linear Regression ◽  
Customer Value ◽  
Sampling Method ◽  
Brand Image ◽  
Field Research ◽  
Sampling Technique ◽  
The Relationship

This study aims to analyze the effect of customer value and brand image on customer satisfaction of Pos Indonesia expedition services for students of the Faculty of Economics, University of Sarjanawiyata Tamansiswa Yogyakarta. This research is a field research which aims to see the relationship between variables. The sampling method is nonprobability, and the sampling technique uses accidental sampling and the sample used is 336 respondents. Data were analyzed using multiple linear regression. The results showed that customer value had a positive and significant effect on customer satisfaction. Brand image has a positive and significant effect on customer satisfaction. Customer value and brand image simultaneously have a positive and significant effect on customer satisfaction.

scholarly journals The Influence of Service Quality and Brand Image on Customer Satisfaction (Case Study at Bankaltimtara)

2019 ◽  
Vol 8 (2) ◽  
pp. 12
Author(s):  
RESLIANTY RACHIM ◽  
ZULKIFLI ZULKIFLI
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Image ◽  
Pearson Correlation ◽  
Linear Regression Analysis ◽  
Field Research ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Significant Positive Effect ◽  
Positive Effect

     The purpose of this study was to determine the effect of service quality and image on customer satisfaction on Bankaltimtara, both partially and simultaneously using the study population, namely Bankaltimtara customers who came to the office when the researchers conducted field research. And the sample used in this study amounted to 100 people. The sampling technique in this study uses accidental sampling technique, which is a sampling technique based on coincidence, where the customer meets the researcher by chance. Data collection techniques used in this study are library research and field work research in the form of observations, interviews and questionnaires.    This research method is descriptive using validity test analysis tools, reliability test, multiple linear regression analysis, Pearson correlation coefficient test, coefficient of determination test, T test and F test with the help of SPSS software version 23 to determine the effect of each variable. From the results of the analysis, it is known that the value of variable X1 is service quality, variable X2 is brand image and variable Y is customer satisfaction is significantly positive. The statistical test results partially stated that the service quality variable had a significant positive effect on customer satisfaction variables of 32.19% and the brand image variable had a significant positive effect on customer satisfaction variables of 28.86%. While the results of simultaneous testing stated that the variable service quality and brand image variables have a significant positive effect on customer satisfaction variables of 57.13%.  

scholarly journals Pengaruh Kualitas Produk dan Citra Merek Terhadap Kepuasan Konsumen Yamaha Nmax (Studi Kasus Pada PT. Yamaha Tjahaja Baru)

Jurnal Ecogen ◽  
2021 ◽  
Vol 4 (3) ◽  
pp. 427
Author(s):  
Riche Fermayani ◽  
Ash Shadiq Egim ◽  
Romi Rianto Harahap
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
T Test ◽  
F Test ◽  
Independent Variable

This study aims to determine the effect of product quality and brand image on consumer satisfaction Yamaha Nmax in Padang City (Case Study at PT. Yamaha Tjahaja Baru Padang). The samples examined in this study were 84 respondents who were consumers of Yamaha Nmax in Padang City. Based on the statistical t test performed, it can be concluded that the product quality variable has a positive and significant effect on customer satisfaction as indicated by the significance value of 0,000 < alpha 0.05. Based on the statistical t test performed, it can be concluded that the brand image has a positive and significant effect on customer satisfaction as indicated by the significance value of 0,000 < alpha 0.05. Based on the simultaneous f test obtained a significance value of 0,000 < 0,05, it can be concluded that product quality and overall brand image have a significant effect on consumer satisfaction on Yamaha Nmax in Padang City. The magnitude of the influence of the independent variable on the dependent variable is 74.8%, the remaining 25.2% is influenced by other variables not included in the research model.Keywords: Product Quality, Brand Image, and Consumer Satisfaction 

scholarly journals Pengaruh citra merek, persepsi kualitas produk dan persepsi harga pada kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan

2019 ◽  
Vol 2 (2) ◽  
pp. 117-126
Author(s):  
Agustinus Dwi Kristianto ◽  
Triyono Arief Wahyudi
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Image ◽  
Hypothesis Test ◽  
Perceived Quality ◽  
Male And Female ◽  
Quality Product

The purpose of this study is to build a model that explains various interactions between brand image, perceived quality, perceive price, customer satisfaction, and customer loyalty as well as empirical proof of the model that has been developed. This study through a survey of 120 male and female respondents aged 17-50 years and has been consuming the product in the last 3 months. This study model will be analyzed using SEM and data from the survey is processed using SPSS 20. The result of the hypothesis test shows that there is significant influence between brand image, perceive of quality product and perceive price on customer satisfaction. Also, there is a significant influence on customer satisfaction on customer loyalty.

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