v ABSTRACT
This study aims to determine the empirical evidence on customer service and customer value that affects the formation of the brand relationship. This study is an extension of previous studies on customer service and customer value, and want to see their relationship to the brand relationship variable. The problems of this study: 1) Does customer service affect the customer value? 2) Does customer service affect the brand relationship? 3) Does customer value affect brand relationship? This research was conducted at Johnny Andrean Salon Paragon
Mall Semarang. The population is salon’s customers with sample amount 80
people. Sampling technique is using purposive sampling. Analysis of the data using software SmartPLS (Partial Least Square), as well as testing the relationship directly and indirectly by using the Sobel Test. The conclusions of this study: 1) Customer service has a positive influence and significant effect on customer value, 2) Customer service has a positive influence and significant effect on brand relationship, 3) Customer value has a positive influence and significant effect on brand relationship, 4) Customer service is the biggest factor to the brand relationship, 5) Customer service more affects the brand relationship directly without through the customer value.
vi
SARIPATI
Penelitian ini ditujukan untuk mengetahui bukti empiris mengenai customer
service dan customer value yang mempengaruhi terbentuknya brand relationship.
Penelitian ini merupakan pengembangan penelitian sebelumnya tentang layanan dan nilai pelanggan serta ingin melihat hubungan keduanya pada variabel brand relationship. Persoalan penelitian ini: 1) Apakah customer service berpengaruh terhadap cutomer value? 2) Apakah customer service berpengaruh terhadap brand
relationship? 3) Apakah customer value berpengaruh terhadap brand
relationship? Penelitian ini dilakukan di Johnny Andrean Salon Mall Paragon Semarang. Populasi penelitian adalah pelanggan salon dengan sample berjumlah 80 orang. Teknik pengambilan sample adalah dengan menggunakan purposive
sampling. Analisis data menggunakan software SmartPLS(Partial Least Square),
serta pengujian hubungan secara langsung dan tidak langsung dengan menggunakan Sobel Test. Kesimpulan penelitian: 1) Customer service berpengaruh positif dan signifikan terhadap customer value, 2) Customer service berpengaruh positif dan signifikan terhadap brand relationship, 3) Customer value berpengaruh positif dan signifikan terhadap brand relationship, 4) Customer
service menjadi faktor terbesar dalam terbentuknya brand relationship, 5)
Customer service memiliki pengaruh yang lebih besar terhadap brand relationship
secara langsung tanpa melewati customer value.
