Putri, Rania Andarini (2023) ANALISIS PENGARUH HARGA, PROMOSI DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MINUMAN KOPI (Studi Kasus Pada Starbucks Coffee Citraland Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Coffee consumption in Indonesia has increased in the last ten years. In urban areas consuming coffee is a new lifestyle. Many coffee shops have grown and developed that also provide products with similar services. This study analyzes the characteristics of consumers of Starbucks Coffee Citraland Surabaya coffee drinks and analyzes the effect of price, promotion and brand image on customer loyalty. This research was conducted in Starbucks Coffee Citraland. The sampling technique was "purposive sampling" with a total of 90 consumers of coffee drinks Starbucks Coffee Citraland. The sample criteria are consumers of Starbucks Coffee Citraland Surabaya coffee drinks who make purchases at least 3 times. The analytical method uses SEM-PLS with the help of the SmartPLS version 4 application. The results of this study indicate that price, promotion and brand image have a positive effect on customer loyalty for coffee drinks Starbucks Coffee Citraland. Key words : price, promotion, brand image, customer loyalty, coffee shop
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Contributors: |
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HD Industries. Land use. Labor > HD9980 Service Industries |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Rania Andarini Putri | ||||||||||||
| Date Deposited: | 20 Jul 2023 05:20 | ||||||||||||
| Last Modified: | 20 Jul 2023 05:20 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15559 |
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