Jurnal 25 A225-Article Text-887-1-10-20220720
Jurnal 25 A225-Article Text-887-1-10-20220720
Jurnal 25 A225-Article Text-887-1-10-20220720
Abstract
This study aims to analyze the effect of brand image on revisit intention, service quality on revisit intention,
brand image on customer satisfaction, service quality on customer satisfaction, customer satisfaction on
revisit intention and the mediating role of customer satisfaction on brand image with revisit intention and
quality. service with the intention to revisit. The object of this research is AHHAS comal eternal motor. The
characteristics of the sample are customers who have used service services at least twice. The sample used
in this research is 100 respondents. The data analysis method used is SEM-PLS. The results of the study
concluded that brand image has a positive and significant effect on revisit intentions, service quality has a
positive and significant effect on revisit intentions, brand image has a positive and significant effect on
customer satisfaction, service quality has a positive and significant effect on customer satisfaction, customer
satisfaction has a positive and significant effect on customer satisfaction and significantly to revisit
intention, brand image has a positive and significant effect on revisit intention through customer satisfaction
and service quality has a positive and significant effect on revisit intention through customer satisfaction.
Keywords: Revisit Intention, Customer Satisfaction, Brand Image, Service Quality
Abstrak
Penelitian bertujuan menganalisis pengaruh citra merek terhadap minat kunjung ulang, kualitas pelayanan
terhadap minat kunjung ulang, citra merek terhadap kepuasan pelanggan, kualitas pelayanan terhadap
kepuasan pelanggan, kepuasan pelanggan terhadap minat kunjung ulang serta peran mediasi kepuasan
pelanggan pada citra merek dengan minat kunjung ulang dan kualitas pelayanan dengan minat kunjung
ulang. Objek dalam penelitian ini yaitu AHHAS comal abadi motor, Karakteristik sampel ialah pelanggan
yang sudah pernah menggunakan jasa sevis minimal dua kali. Sampel yang digunakan dalam penelitian ini
yaitu 100 responden. Metode analisis data yang digunakan adalah SEM-PLS. Hasil penelitian disimpulkan
citra merek berpengaruh positif dan signifikan terhadap minat kunjung ulang, kualitas pelayanan
berpengaruh positif dan signifikan terhadap minat kunjung ulang, citra merek berpengaruh positif dan
signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh positif dan signifikan terhadap
kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat kunjung ulang,
citra merek berpengaruh positif dan signifikan terhadap minat kunjung ulang melalui kepuasan pelanggan
dan kualitas pelayanan berpengaruh positif dan signifikan terhadap minat kunjung ulang melalui kepuasan
pelanggan.
Kata kunci: Minat kunjung ulang, Kepuasan Pelanggan, Citra Merek Kualitas Pelayanan
1600
1400
1200
1000
800 Tahun 2018
600 Tahun 2019
400 Tahun 2020
200
0
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