Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh perceived reputation dan social value terhadap brand loyalty yang dimediasi oleh customer satisfaction pada pelanggan buttonscarves di kota banda aceh. pengumpulan data dalam penelitian ini diperoleh melalui penyebaran google form sebagai instrumen pengumpulan data terhadap 153 pelanggan. teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan jenis yang digunakan purposive sampling. berdasarkan hasil analisis menunjukkan bahwa perceived reputation berpengaruh positif terhadap brand loyalty, social value berpengaruh positif terhadap brand loyalty, perceived reputation berpengaruh positif terhadap customer satisfaction, social value berpengaruh positif terhadap customer satisfaction, customer satisfaction berpengaruh positif terhadap brand loyalty dan customer satisfaction dapat memediasi hubungan antara perceived reputation terhadap brand loyalty dan juga customer satisfaction dapat memediasi hubungan antara social value terhadap brand loyalty. kata kunci: perceived reputation, social value, customer satisfaction, dan brand loyalty

This research aims to examine the effect of perceived reputation and social value on brand loyalty mediated by customer satisfaction in Buttonscarves Banda Aceh customers. Data collection in this study was obtained through distributing google forms as a data collection instrument for 153 customers. The sampling technique used in this study is non-probability sampling with the type used purposive sampling. Based on the results of the analysis shows that perceived reputation positively affects brand loyalty, social value positively affects brand loyalty, perceived reputation positively affects customer satisfaction, social value positively affects customer satisfaction, customer satisfaction positively affects brand loyalty and customer satisfaction can mediate the relationship between perceived reputation on brand loyalty and customer satisfaction can mediate the relationship between social value on brand loyalty. Keywords: Perceived Reputation, Social Value, Customer Satisfaction, and Brand Loyalty