Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Perusahaan Otobus Rosalia Indah Transport di Agen Perwakilan Kediri Lama

Irawan, Diska (2026) Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Perusahaan Otobus Rosalia Indah Transport di Agen Perwakilan Kediri Lama. Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to analyze the influence of brand image and service quality on customer loyalty in Rosalia Indah Transport Bus Company. The method used in this study is a quantitative approach with survey techniques. The participants in this study were customers of PO Rosalia Indah Transport who had used the service at least twice in the last six months. Sampling was carried out using purposive sampling techniques, and the data were collected through questionnaires and analyzed using multiple linear regression. The results of the study show that brand image has a positive and significant effect on customer loyalty, as well as service quality has a positive and significant effect on customer loyalty. In addition, brand image and service quality simultaneously also have a significant influence on customer loyalty. The implications of this study show that improving brand image and service quality, especially in terms of security, convenience, and service responsiveness, can increase customer loyalty and strengthen the sustainability of the relationship between companies and customers. Keywords: Brand Image, Service Quality, Customer Loyalty, Public Transport, Rosalia Indah

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	19 Sep 2026 04:47
Last Modified:	19 Sep 2026 04:47
URI:	http://repository.unik-kediri.ac.id/id/eprint/1234

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