ANALISIS PENGARUH PERCEIVED QUALITY DAN ADVERTISING MELALUI CUSTOMER SATISFACTION DAN BRAND IMAGE TERHADAP BRAND LOYALTY PELANGGAN FIRST MEDIA DI SURABAYA

Abstract

Television and internet media industry is one industry that is experiencing rapid development. This is because the need for television and the Internet as a medium of information, entertainment as well as knowledge is very important. Nielsen TV Audience Measurement Survey 2013 called the screen becomes a medium of entertainment and information are primary in Indonesia with an average viewing time for four hours each day. Meanwhile, Media Partners Asia in 2013 said that a significant increase in the time spent in order to surf the Internet and put Indonesia as the country's second highest in Southeast Asia. Conditions that make the internet service provider industry broadband (high-speed broadband) and pay-TV continues to penetrate the market by combining the two Therefore, First Media become a provider of broadband internet services, cable television, and data communications. In this case, First Media, which is one of the major banks in Indonesia also needs to pay attention to this although it has many award-winning customer service. The purpose of this study was to evaluate and analyze the customer's Brand Loyalty of First Media in Surabaya. Based on the research objectives, the expected benefits of the research is to increase knowledge in the field of management, in this case relating to the variable perceived quality, customer satisfaction, brand image, advertising and brand loyalty. As well as add insight as well as train to apply the knowledge gained in college so it will be useful and used for decision making in the workplace. This research is causal. The method used is quantitative method. The method used in this study will refer to the reference that can perform a simultaneous analysis of processes associated with multi-variable model of research is Structural Equation Model (SEM) using AMOS 16.0 software. Collecting data in this study conducted by distributing questionnaires to the respondents in accordance with the characteristics of the samples that have been described. The questionnaire will be distributed to 100 respondents with a characteristic which is a customer of First Media domiciled in Surabaya aged 18-65 years.