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dc.contributor.advisorMarhayanie
dc.contributor.authorSilaen, Chaterina Angelia
dc.date.accessioned2019-12-05T03:34:38Z
dc.date.available2019-12-05T03:34:38Z
dc.date.issued2015
dc.identifier.urihttp://repositori.usu.ac.id/handle/123456789/21658
dc.description96 Halamanen_US
dc.description.abstractThis study aims to identify and analyze the influence of Brand Image and Customer Satisfaction Against Swiching Barrier At PT Bank Mutiara (PT). Research was conducted on customers of Bank Mutiara Putri Hijau Medan branch and the number of samples set as many as 90 respondents using causal associative method. Testing the hypothesis by using descriptive analysis, statistical analysis method that consists of multiple regression analysis, significant testing partial (ttest), simultaneous significant testing (test-f) and the coefficient of determination test. Simultaneous research results showed that the variables of brand image and customer satisfaction simultaneously affect the variable switching barrier. Partial results of the study showed that the brand image influence positive but not significant barrier to switching. While customer satisfaction and significant positive effect on the switching barrier. The value of Adjusted R Square = 0.258 25.8% mean switching barrier factors can be explained by the independent variable (brand image and customer satisfaction) in the bank's customers. Figures R Square of 0.275 indicates that 27.5% switching barrier can be explained by the brand image and customer satisfaction. While the remaining 72.5% is explained by other variables outside of the variables used in this study.en_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Brand Image dan Customer Satisfaction Terhadap Swiching Barrier Pada PT Bank Mutiara (Tbk). Penelitian ini dilakukan pada nasabah Bank Mutiara Cabang Medan Putri Hijau dan jumlah sampel yang ditetapkan sebanyak 90 responden dengan menggunakan metode asosiatif kausal. Pengujian hipotesis dengan menggunakan metode analisis deskriptif, metode analisis statistic yang terdiri dari analisis regresi berganda, pengujian signifikan parsial (uji-t), pengujian signifikan simultan (uji-f) dan pengujian koefisien determinasi. Hasil penelitian secara simultan menunjukkan bahwa variabel brand image dan customer satisfaction secara serempak mempengaruhi variabel switching barrier. Hasil penelitian secara parsial menunjukkan bahwa brand image berpengaruh secara positif tetapi tidak signifikan terhadap switching barrier. Sedangkan customer satisfaction berpengaruh secara positif dan signifikan terhadap switching barrier. Nilai Adjusted R Square = 0,258 berarti 25,8% faktor-faktor switching barrier dapat dijelaskan oleh variabel independen (brand image dan customer satisfaction) pada nasabah Bank Mutiara. Angka R Square sebesar 0,275 menunjukkan bahwa 27,5% switching barrier dapat dijelaskan oleh brand image dan customer satisfaction. Sedangkan sisanya yakni 72,5% dijelaskan oleh variabel lain diluar variabel yang digunakan dalam penelitian ini.en_US
dc.language.isoiden_US
dc.publisherUniversitas Sumatera Utaraen_US
dc.subjectBrand Imageen_US
dc.subjectCustomer Satisfaction dan Switching Barrieren_US
dc.titlePengaruh Brand Image Dan Customer Satisfaction Terhadap Switching Barrier pada PT Bank Mutiara (Tbk) Cabang Medan Putri Hijauen_US
dc.typeSkripsi Sarjanaen_US
dc.identifier.nimnipnik120521108


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