Pengaruh kualitas pelayanan, Citra merek, Harga dan Kualitas produk terhadap loyalitas pelanggan ( Studi pada pelanggan Jokopi Surabaya di Fakultas Ilmu Sosial dan Ilmu Politik UPN Veteran Jawa Timur)

Putra, Aditya Dwi (2024) Pengaruh kualitas pelayanan, Citra merek, Harga dan Kualitas produk terhadap loyalitas pelanggan ( Studi pada pelanggan Jokopi Surabaya di Fakultas Ilmu Sosial dan Ilmu Politik UPN Veteran Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

ABSTRACT ADITYA DWI PUTRA, INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, PRICE, AND PRODUCT QUALITY ON CUSTOMER LOYALTY (study on Jokopi Surabaya customers at the Faculty of Social and Political Sciences UPN Veteran East Java) In Indonesia, one of the products that has many enthusiasts is coffee. Coffee is one of Indonesia's leading plantation commodities which has an important role, especially as a source of foreign exchange, providing employment. Jokopi is a coffee shop brand that has a contemporary coffee drinking trend. With the tagline “storytelling and culture”. The purpose of this study was to determine the effect of Brand Image, brand image, price and Service Quality simultaneously on customer loyalty. In this research, the research method used is quantitative research method and in this study there are 30 to 500 samples, besides that if the research will carry out analysis with multivariate (correlation or multiple regression), then the number of sample members is at least 10 times the number of variables studied. The test results together (simultaneously) show that the variables of Service Quality, Brand Image, Price and Product Quality have an effect on Customer Loyalty, this can be proven by the results of Fcount 15,729 or a significance value of 0.000 <0.05. Keywords: Service quality, brand image, price, product quality, customer loyalty.

Item Type:

Thesis (Undergraduate)

Contributors: