Raja, Jesika Juita Lumban (2024) Pengaruh Brand Image, Product Quality, Dan Harga Terhadap Brand Loyalty Produk Minuman Starbucks di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Starbucks is a coffee shop company that has expanded and has many branches in the world including Indonesia. Even though Starbucks already has a big image, Starbucks still relies on the quality of its products in gaining the trust of its customers. Starbucks beverage pricing in line with the quality of its products keeps its customers loyal and makes repeat purchases. This study aims to analyse and determine the effect of brand image, product quality, and price on brand loyalty for Starbucks beverage products in Surabaya partially or simultaneously. The population taken by researchers is Starbucks customers in Surabaya City who have made at least two purchases. Therefore, the analysis technique in this study used purposive sampling technique to get a sample of 100 respondents. Samples were obtained and taken through filling out Google Forms. The data analysis techniques used in this study are validity test, reliability test, classical assumption technique, multiple linear analysis technique and hypothesis testing including partial test and simultaneous test. Thus the results showed that brand image, product quality, and price simultaneously had a significant effect on brand loyalty. Brand image partially has no effect on brand loyalty, product quality partially has a significant effect on brand loyalty, and price partially has a significant effect on brand loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Jesika Juita Lumban Raja | ||||||||
| Date Deposited: | 19 Jul 2024 06:51 | ||||||||
| Last Modified: | 19 Jul 2024 06:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26645 |
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