Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh price dan service quality terhadap brand switching dengan customer satisfaction sebagai variabel satisfaction. vivi spa di kota banda aceh. sampel yang digunakan pada penelitian ini adalah pelanggan vivi spa di kota banda aceh yang berjumlah 184 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. teknik pengampilan sampel yang digunakan adalah nonprobability sampling dengan jenis yang digunakan purposive sampling. structural equation modelling (sem) digunakan sebagai metode analasis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil analisis sem menunjukkan bahwa price berpengaruh terhadap customer satisfaction, service quality berpengaruh terhadap customer satisfaction, price berpengaruh terhadap brand switching, service quality berpengaruh terhadap brand switching, customer satisfaction berpengaruh terhadap brand switching, customer satisfaction memediasi secara partially mediating pengaruh price terhadap brand switching, customer satisfaction memediasi secara partially mediating pengaruh service quality terhadap brand switching. kata kunci: price, service quality, customer satisfaction dan brand switching

ABSTRAK This study aims to measure the influence of price and service quality on brand switching, with customer satisfaction as the mediating variable. The research was conducted at Vivi Spa in Banda Aceh City. The sample consisted of 184 respondents who are customers of Vivi Spa in Banda Aceh City. Data collection was done using a questionnaire. The sampling technique employed was nonprobability sampling, specifically purposive sampling. Structural Equation Modeling (SEM) was used as the analytical method to determine the relationships between the variables. Based on the SEM analysis results, it was found that price influences customer satisfaction, service quality influences customer satisfaction, price influences brand switching, service quality influences brand switching, customer satisfaction influences brand switching, customer satisfaction partially mediates the relationship between price and brand switching, and customer satisfaction partially mediates the relationship between service quality and brand switching. Keywords: price, service quality, customer satisfaction dan brand switching