PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN KARAKTERISTIK INDIVIDU TERHADAP LOYALITAS DENGAN KEPUASAN WAJIB PAJAK ORANG PRIBADI SEBAGAI VARIABEL INTERVENING PADA KANTOR PELAYANAN PAJAK DI KOTA PALEMBANG

AKBAR, ATMAJA and Andriana, Isni and Maulana, Ahmad (2023) PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN KARAKTERISTIK INDIVIDU TERHADAP LOYALITAS DENGAN KEPUASAN WAJIB PAJAK ORANG PRIBADI SEBAGAI VARIABEL INTERVENING PADA KANTOR PELAYANAN PAJAK DI KOTA PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

This study aims to determine how the influence of brand image, service quality, and individual characteristics on loyalty with individual taxpayer satisfaction as an intervening variable at the Tax Office in Palembang City. Data was collected through distributing questionnaires to 100 taxpayers registered at three tax offices in Palembang City. The analysis technique used is multiple linear regression analysis with path analysis. The results of this study indicate that individual characteristics have a significant effect on satisfaction and loyalty. Other variables such as brand image and service quality do not have a significant effect on satisfaction and loyalty, where the taxpayer satisfaction variable does not have a significant effect on loyalty itself. The implication of this research is input for the Tax Office in order to achieve the main objective of Tax Reform, namely taxpayer loyalty by changing the overall system to a State-Owned Enterprise so that it can provide direct benefits from taxes paid and can alleviate the provisions of sanctions and change the definition of tax in the Law so that it is not coercive.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Image, Kualitas Pelayanan, Karakteristik Individu, Loyalitas, Kepuasan
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Atmaja Akbar
Date Deposited:	26 Dec 2023 04:21
Last Modified:	26 Dec 2023 04:21
URI:	http://repository.unsri.ac.id/id/eprint/136878

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