PENGARUH KUALITAS PELAYANAN DAN EKUITAS MEREK TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA PT. GLOBAL INTI AGRO DI KOTA PEKANBARU

Abstract

This study aims to analyze the effect of Service Quality and Brand
Equity on customer satisfaction. To analyze the effect of Service Quality and
Brand Equity on Consumer loyalty To analyze the influence of customer
satisfaction on consumer loyalty PT. Global Core Agro in Pekanbaru City.
The research population is farmers as much as 670 people and retailers
405 people, so in 2016 as many as 1,075 consumers at PT. Global Inti Agro in
Pekanbaru City. The sample size that will be used is 136 people. Data analysis
using WarpPLS approach. WarpPLS is one of the variance-based SEM statistical
methods designed to solve multiple regressions when specific data problems
occur, such as very small sample size, missing values and multicollinearity.
WarpPLS is an alternative approach that shifts from a Covarian-based SEM
approach to a variance-based.
The results of this study indicate that the better the quality of service, it
can provide satisfaction to consumers and ultimately can increase the number of
consumers. The better the brand equity can provide satisfaction to customer
satisfaction and ultimately the number of consumers will increase. The better the
quality of services provided will certainly make consumers become loyal, with the
better the service provided will certainly increase customer satisfaction and
impact on customer loyalty to the company. The better the brand equity according
to the given consumer will certainly make the consumer become very confident
towards the company, with the advent of trust in the company will certainly
increase customer loyalty to the company. The higher satisfaction obtained by
consumers to make consumers more satisfied, so with the satisfaction of
consumers will increase customer loyalty to the company.