PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONTRIBUTOR PT. SEMEN BATURAJA (PERSERO) TBK DENGAN MEDIASI LAYANAN DAN KEPUASAN KONSUMEN

Penulis

  • Yogi Artha Mediarta Universitas IGM Palembang
  • Fakhry Zamzam Universitas IGM Palembang
  • Neny Rostiati Universitas IGM Palembang

DOI:

https://doi.org/10.35908/jeg.v5i2.1094

Abstrak

This study aims to see the effect of brand image on the loyalty of contributors of PT. semen baturaja (persero) tbk with service mediation and customer satisfaction. This research uses quantitative data analysis methods in the form of descriptive statistical analysis and inferential statistical analysis. The results of this study indicate that the brand image that uses Baturaja cement is safer, has a positive and significant effect on providing services by SMBR is reliable; has a significant effect on improving the service of consumers who have experienced selling Baturaja cement which is more profitable; has a positive and significant effect on consumer loyalty to the brand image of Baturaja cement is always superior; consumer satisfaction because selling Baturaja cement is more profitable, has a positive and significant effect on distributor loyalty which is formed from the image of the Baturaja cement brand that is always superior; and that the brand image of the use of Baturaja cement is much safer, the quality of customer service is improved by offering reliable service and customer satisfaction so that selling Baturaja cement is always more profitable. Has a significant effect on increasing the loyalty of Semen Baturaja distributors by maintaining the brand image of Baturaja Cement so that it is always superior.

 

Keywords: Brand Image, Loyalty, Service Mediation, Customer Satisfaction, PT. Semen Baturaja

Biografi Penulis

Yogi Artha Mediarta, Universitas IGM Palembang

Program Magister

Fakhry Zamzam, Universitas IGM Palembang

Program Magister

Neny Rostiati, Universitas IGM Palembang

Program Magister

Referensi

Firdaus, Zamzam Fakhry, 2018 Aplikasi Metodologi, Yogyakarta, Penerbit Deepublish

Ghozali, Imam. 2012, Aplikasi Analisis Multivariate dengan Program IBM SPSS 2001. Semarang: Badan Penerbit-Universitas Diponegoro.

Griffin, Jill. 2005. Customer Loyalty. Edisi Revisi. Jakarta : Penerbit Erlangga

Kotler Philip dan Kevin L. Keller. 2016. Marketing Management. Edisi ke 15. Penerbit Pearson Education Limited 2016.

Kotler Philip dkk, 2012, Manajemen Pemasaran Perspektif Asia, Buku Dua, Edisi Pertama, Andy, Yogyakarta.

Kotler, Philip Dan Kevin Lane Keller. 2009. Manajemen Pemasaran. Edisi 13 Jilid satu. Erlangga : Jakarta

Kotler, Philip. 2001. Prinsip-Prinsip Pemasaran. Jilid I, Alih Bahasa: Damos Sihombing, Edisi8. Penerbit Erlangga, Jakarta.

Ogi Sulistian. 2011. Pengaruh Brand Image Terhadap Loyalitas Pelanggan Rokok Gudang Garam Filter. Kuningan: Fakultas Ekonomi Universitas Kuningan.

Setiadi, N.J. 2003. Perilaku Konsumen : Konsep dan Implikasi Untuk Strategi dan Penelitian Pemasaran. Jakarta : Kencana.

Simamora, Henry. 2007. Manajemen Sumber Daya Manusia. STIE YKPN. Yogyakarta.

Zamzam, Fakhry, Havis Aravik, 2016. Manajemen SDM Berbasis Syariah, Bogor: CV. RWTC Success.

Zamzam, Fakhry, 2015, Teknik Dasar Penulisan Proposal Tesis, Palembang, Penerbit Noerfikri

Diterbitkan

2020-08-30

Cara Mengutip

Mediarta, Y. A., Zamzam, F., & Rostiati, N. (2020). PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONTRIBUTOR PT. SEMEN BATURAJA (PERSERO) TBK DENGAN MEDIASI LAYANAN DAN KEPUASAN KONSUMEN. Jurnal Ecoment Global, 5(2), 199–212. https://doi.org/10.35908/jeg.v5i2.1094