MEMBANGUN KEPUASAN PELANGGAN DENGAN KUALITAS LAYANAN: PEMBENTUKAN CITRA MEREK DAN NILAI PELANGGAN PADA KONSUMEN BATIK DI PASAR BATIK TRUSMI CIREBON

Sahara Sahara

Abstract


Tujuan dari penelitian ini adalah untuk mengevaluasi kepuasan pengunjung di toko batik Trusmi Kabupaten Cirebon. Jenis dan tipe penelitian ini adalah descriptif dan verifikatif. Populasi dari penelitian ini adalah pengunjung dan pembeli kain batik Trusmi Kabupaten Cirebon. Jumlah sampel penelitian ini berjumlah 114 orang. Penelitian ini menggunakan teknik pengambilan sampel sistematik random sampling yang ditemui pada saat kunjungan pembelian di toko batik. Penelitian ini mempelajari hubungan kausalitas kualitas laanan terhadap kepuasan melalui citra merek dan nilai pelanggan. Hasil menunjukkan terdapat pengaruh positip kualitas layanan terhadap kepuasan pelanggan melalui citra merek dan nilai pelanggan.

Keywords


Kualitas Layanan, Citra Merek, Nilai Pelanggan dan Kepuasan Pelanggan

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