Analisis Pengaruh Kualitas Pelayanan Terhadap Brand Image STIE BPD Jateng Berdasarkan Persepsi Mahasiswa

Dianingratri, Charisma Gendhis (2012) Analisis Pengaruh Kualitas Pelayanan Terhadap Brand Image STIE BPD Jateng Berdasarkan Persepsi Mahasiswa. Other thesis, STIE Bank BPD Jateng.

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Abstract

The companies which operating in the field of service providers, better service are a success factor for companies. Service is perceived by consumers will built the perception of consumer about the service provider company. Then, these perceptions can make a brand image of companies. College education is an institution which is essentially aimed at providing services. Therefore, this study was conducted to test whether the quality of service can affect the image of the university. Object of this study is STIE Bank BPD Jateng and the samples are active students of bachelor and master degree. Analysis tool used is multiple linear regressions were processed by SPSS 16 software for the computation. The result of multiple regression analysis obtained by the equation Y = 8,862 + 0,168 + 0,264 X2 + 0,294 X3 + 0,309 X4 + 0,272 X5 and indicate that the dimensions of service quality consist of tangibles, reliability, responsiveness, assurance, and empathy have a positive effect on brand image of STIE Bank BPD Jateng. t count value is more than the value of t table, it can be said that the partially independent variables have a positive effect on the dependent variable. Adjusted R square value is 50,1%, indicating the independent variable has a limited ability to explain the dependent variable that has been used.

Item Type: Thesis (Other)
Uncontrolled Keywords: Tangibles, reliability, responsiveness, assurance, empathy, and brand image.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Art
Depositing User: Magang Magang Siswa
Date Deposited: 19 Feb 2024 05:21
Last Modified: 19 Feb 2024 05:21
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1669

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