Kepuasan Pengguna Kendaraan Sewa Trans, Cipaganti, Adira di Jakarta

Erdy Andrat, Herdy and Rahayu, Sri (2013) Kepuasan Pengguna Kendaraan Sewa Trans, Cipaganti, Adira di Jakarta. Prociding ICBE 2014, XVII. pp. 145-288. ISSN 14103583


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The first objective of this study is to obtain information about the performance of the marketing mix, customer trust, corporate image, customers satisfaction and brand equity in the transportation industry, sepecially shuttle service in Jakarta and Bandung cities. The second objective is determine the influence of the marketing mix, trust abd corporate image on satisfaction and theirimpact on brand equity. The population in this study were the passengers of 8companies selected. Number of samples 304 person, that selected by simple randim sampling. The descriptive and inferential analysis was performed with SPSS and Lisrel software support. The study concluded that : 1) Performance of the marketing mix and customer satisfaction has been assessed positively by customer. But, customer trust, corporate image,and brand equity has beenassessed not-positively by customer; 2) Marketing mix has a positive andsignificant influance on company image; company image hasn't influanceon trust;trust has a positive an significant on customer satisfaction; trust hasn't influance on brand equity; company imagehasn't influenceon customer satisfaction;;company image hasn't influence on barand equity; Marketing mix has a positiveand significant influence on customer's satisfaction; Marketing mix a positive and significanton brand equity; and customer satisfaction has a positive influence on brand equity Keywords : Marketing Mix, Company Image, Trust, Customer Satisfaction, Brand Equity

Item Type: Article
Subjects: Ekonomi dan Bisnis
Ekonomi dan Bisnis > Manajemen
Divisions: PPS Manajemen (S2)
Depositing User: SRI RAHAYU S.E., M.M., Dr
Date Deposited: 14 Nov 2018 03:44
Last Modified: 14 Nov 2018 03:44

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