Abstract
The purpose of this study is to examine the role of customer value mediating the influence of brand image and service quality on customer satisfaction PT. Agung Automall Gianyar. Variables examined in this study are variable customer value, brand image, service quality and customer satisfaction. The number of samples taken was 100 respondents. The analysis technique used is path analysis using the sobel test. Based on the results of the analysis found that the brand image variable has a significant positive effect on customer value, the service quality variable has a significant positive effect on customer value, the brand image variable influences customer satisfaction, the service quality variable has a significant positive effect on customer satisfaction, the customer value variable has a significant positive effect on customer satisfaction, customer value variables have a significant positive effect on mediating brand image on customer satisfaction, customer value variables have a significant positive effect on mediating service quality to customer satisfaction.
 Keywords: customer value, brand image, service quality, customer satisfaction
Highlights
The purpose of this study is to examine the role of customer value mediating the influence of brand image and service quality on customer satisfaction PT
Based on the results of the analysis found that the brand image variable has a significant positive effect on customer value, the service quality variable has a significant positive effect on customer value, the brand image variable influences customer satisfaction, the service quality variable has a significant positive effect on customer satisfaction, the customer value variable has a significant positive effect on customer satisfaction, customer value variables have a significant positive effect on mediating brand image on customer satisfaction, customer value variables have a significant positive effect on mediating service quality to customer satisfaction
Jumlah variabel yang diteliti dalam penelitian ini hanya terbatas pada variabel citra merek, kualitas pelayanan, nilai pelanggan dan kepuasan pelanggan
Summary
Agung Automall Gianyar untuk diteliti karena PT. Agung Automall Gianyar mengalami perkembangan yang cukup baik di tengah persaingan dunia otomotif saat ini di Kabupaten Gianyar, sehingga peneliti tertarik untuk meneliti tentang kualitas- kualitas yang ditawarkan Agung Automall agar dapat membangun kepuasan pelanggan yang baik serta mampu memberikan manfaat atau value pada masyarakat pengguna mobil merek Toyota di Kabupaten Gianyar. Populasi dalam penelitian ini adalah pelanggan PT. Agung Automall Gianyar yang aktif berkunjung dan rutin melakukan layanan service mobil di PT. Ukuran sampel terbaik untuk mengukur multivariate adalah 5-10 observasi setiap indikator yang diestimasi. Responden yang bisa digunakan dalam penelitian ini berjumlah antara 70 sampai dengan 130 responden. Karena keterbatasan dan pertimbangan peneliti maka dalam penelitian ini hanya menggunakan 100 orang responden. Teknik analisis data dalam penelitian ini menggunakan analisi jalur.
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