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dc.contributor.advisorLubis, Arlina Nurbaity
dc.contributor.advisorFadli, Fadli
dc.contributor.authorTinambunan, Mey Ramayanti
dc.date.accessioned2025-07-24T04:05:36Z
dc.date.available2025-07-24T04:05:36Z
dc.date.issued2025
dc.identifier.urihttps://repositori.usu.ac.id/handle/123456789/106903
dc.description.abstractThis study aims to examine and analyze the influence of service quality and omnichannel marketing on customer loyalty through customer satisfaction with the Apple brand. The research problem arises from the lack of consistent service quality provided by Apple and the inconsistent implementation of omnichannel marketing, which has resulted in discrepancies in information and pricing between online and offline channels. These inconsistencies may affect customer satisfaction and, ultimately, customer loyalty. This is an associative research study utilizing quantitative data. The population comprises Apple product users at IBox Plaza Medan Fair, IBox Manhattan Times Square Medan, and IBox Mall Deli Park, with a sample size of 180 respondents. The sampling technique employed was purposive sampling, with criteria including customers who have used Apple products for at least one year and have shopped through multiple channels (website, app, marketplace, and physical store). The data were analyzed using Structural Equation Modeling (SEM) with the Smart PLS 4.0 software. The results reveal that both service quality and omnichannel marketing have a direct, positive, and significant effect on customer satisfaction and customer loyalty. Additionally, customer satisfaction has a positive and significant effect on customer loyalty. Indirectly, service quality and omnichannel marketing also significantly influence customer loyalty through customer satisfaction.en_US
dc.language.isoiden_US
dc.publisherUniversitas Sumatera Utaraen_US
dc.subjectService Qualityen_US
dc.subjectOmnichannel Marketingen_US
dc.subjectCustomer Satisfactionen_US
dc.subjectCustomer Loyaltyen_US
dc.titlePengaruh Service Quality dan Omnichannel Marketing terhadap Customer Loyalty melalui Kepuasan Pelanggan pada Brand Apple di Kota Medanen_US
dc.title.alternativeThe Influence Of Service Quality and Omnichannel Marketing on Customer Loyalty through Customer Satisfaction on the Apple Brand in Medan Cityen_US
dc.typeThesisen_US
dc.identifier.nimNIM237019026
dc.identifier.nidnNIDN0007047403
dc.identifier.nidnNIDN0028068104
dc.identifier.kodeprodiKODEPRODI61101#Ilmu Manajemen
dc.description.pages236 Pagesen_US
dc.description.typeTesis Magisteren_US
dc.subject.sdgsSDGs 8. Decent Work And Economic Growthen_US


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