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All Journal Jurnal Akuntansi AKTIVA
Oktaviani Oktaviani
Universitas Pancasila
Economics, Econometrics & Finance

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ANALISIS STRATEGI CITRA MEREK DALAM MENINGKATKAN KEPUASAN PELANGGAN OCTO MOBILE Oktaviani Oktaviani; Zulkifli Zulkifli; Edi Supriadi
Jurnal Akuntansi AKTIVA Vol 2 No 1 (2021): APRIL
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (369.754 KB) | DOI: 10.24127/akuntansi.v2i1.869

Abstract

The purpose of this study was to determine the effect of promotion, service quality, and innovation directly or indirectly on Brand Image, as well as the effect of all these variables on OCTO Mobile customer satisfaction. The research sample was 385 respondents who were CIMB Niaga customers. The sampling technique was purposive sampling—data collection using a questionnaire and FGD. The data analysis technique used Structural Equation Modeling (SEM) analysis which aided with SmartPLS software. The study results prove that the variables of service quality and innovation have a significant effect on brand image and brand image has no significant effect on customer satisfaction. However, the promotion variable does not have a significant effect on brand image. Promotion variables, service quality, and innovation significantly affect customer satisfaction, while the brand image variable has no significant effect on customer satisfaction. The results also show the customer satisfaction strategy plan by referring to the strategies from the analysis that has been done, and the right strategy is selected, namely product development.
Co-Authors Edi Supriadi Zulkifli Zulkifli