MILADIA, AMANDA JULIANI (2021) PENGARUH EXPERIENTIAL MARKETING, EMOTIONAL BRANDING, DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN DI STARBUCKS TUNJUNGAN PLAZA 6 SURABAYA. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The coffee shop business is currently growing very rapidly, especially in big cities in Indonesia. Starbucks is one of the most famous coffee shop brands. As one of the largest coffee shop brands in the world, Starbucks applies a marketing strategy called experiential marketing, emotional branding, and brand trust, where the strategy is the mix of business activities carried out to make consumers affected when using products or services from a brand through experience given so that it can form a bond between consumers and the brand, so that consumers will carry out the same or repeated behavior to the brand and will entrust the company to perform or carry out a function. This study aims to analyze the effect of experiential marketing, emotional branding, and brand trust on customer loyalty at Starbucks Tunjungan Plaza 6 Surabaya. The sampling technique used accidental sampling method with a total sample of 197 customers. The data used are primary data (questionnaires and interviews), as well as secondary data taken from related literature. The analytical technique used is SEM (Structural Equation Modeling). The results of the analysis prove that there is a significant positive effect between experiential marketing, emotional branding, and brand trust variables on customer loyalty at Starbucks Tunjungan Plaza 6 Surabaya. Keywords : Starbucks, experiential marketing, emotional branding, brand trust, costumer loyalty, SEM
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 16 Nov 2021 03:34 | ||||||||
| Last Modified: | 16 Nov 2021 03:34 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/3123 |
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