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Skripsi S1

Record Data Skripsi S1

MhswID :

220304063

Judul :

Pengaruh Perceived Value, Perceived Risk dan Brand Awareness terhadap Customer Loyalty melalui Customer Satisfaction sebagai Variabel Mediasi pada Store AZ.KO

Penulis :

SALMA AL ATSYARI

Abstrak :

Penelitian ini bertujuan untuk mengetahui dan Pengaruh Perceived Value, Perceived Risk Dan Brand Awareness Terhadap Customer Loyalty Melalui Customer Satisfaction Sebagai Variabel Mediasi Pada Store AZ.KO. Penelitian ini merupakan penelitian kuantitatif dengan metode penarikan sampel penelitian yaitu metode nonprobability sampling. Sampel yang digunakan adalah sebanyak 190 konsumen yang pernah berbelanja di Store AZ.KO minimal 3 kali dalam 1 tahun di pekanbaru.Pengumpulan data dilakukan melalui penyebaran kuesioner dan dianalisis menggunakan metode Structural Equation Modeling - Partial Least Square (SEMPLS) dengan bantuan software SmartPLS. Hasil penelitian ini menunjukkan bahwavariabel perceived value berpengaruh positif dan signifikan terhadap customer loyalty pada Store AZ.KO, variabel perceived risk berpengaruh negatif dan signifikan terhadap terhadap variabel customer loyalty pada Store AZ.KO, variabel brand awareness berpengaruh positif dan signifikan terhadap terhadap variabel customer loyalty pada Store AZ.KO, variabel customer satisfaction dapat memediasi secara positif dan signifikan pengaruh perceived value terhadap customer loyalty, variabel customer satisfaction dapat memediasi secara negatif dan signifikan pengaruh perceived risk terhadap customer loyalty,variabel customer satisfactiondapat memediasi secara positif dan signifikan pengaruh brand awareness terhadap customer loyalty, variabel customer satisfaction berpengaruh positif dan signifikan terhadap terhadap variabel customer loyalty pada Store AZ.KO.

Abstrak Inggris :

This study aims to determine and the Influence of Perceived Value, Perceived Risk and Brand Awareness on Customer Loyalty Through Customer Satisfaction as a Mediating Variable at the AZ.KO Store. This research is a quantitative study with a research sampling method, namely the nonprobability sampling method. The sample used was 190 consumers who had shopped at the AZ.KO Store at least 3 times in 1 year in Pekanbaru. Data collection was carried out through distributing questionnaires and analyzed using the Structural Equation Modeling - Partial Least Square (SEM-PLS) method with the help of SmartPLS software. The results of this study indicate that the perceived value variable has a positive and significant effect on customer loyalty at Store AZ.KO, the perceived risk variable has a negative and significant effect on customer loyalty at Store AZ.KO, the brand awareness variable has a positive and significant effect on customer loyalty at Store AZ.KO, the customer satisfaction variable can mediate positively and significantly the effect of perceived value on customer loyalty, the customer satisfaction variable can mediate negatively and significantly the effect of perceived risk on customer loyalty, the customer satisfaction variable can mediate positively and significantly the effect of brand awareness on customer loyalty, the customer satisfaction variable has a positive and significant effect on customer loyalty at Store AZ.KO.

Tahun :

2026

Cover :

43e35-cover.pdf

Bab 1 :

b477b-bab-1.pdf

Bab 2 :

c5556-bab-2-skripsi.pdf

Bab 3 :

b2f1f-bab-3-skripsi.pdf

Bab 4 :

251cc-bab-4-skripsi.pdf