Pengaruh Ekuitas Merek, Kualitas Layanan, Kualitas Produk, dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan di Starbucks Merr Surabaya

Zahra, Kinanti Almaska (2024) Pengaruh Ekuitas Merek, Kualitas Layanan, Kualitas Produk, dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan di Starbucks Merr Surabaya. Undergraduate thesis, UPN VETERAN JAWA TIMUR.

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Abstract

Increasing consumption and lifestyle make coffee one of the trendsetters in society and accelerate competition between coffee shops. The entrepreneurs are charged with creating new innovations to attract customers' interest in buying. Brand equity, service quality, product quality, and costumer satisfaction are among the factors that potentially influence customer loyalty when purchasing coffee drinks. The study aims to analyze the impact of brand equity, quality of service, product qualities, and customer satisfaction on customer loyalty at Starbucks coffee shop in Surabaya. The research data were processed using the SEM-PLS method using WarpPLS 7.0 Soft Ware. Primary data were collected through questionnaires and interviews with a sample of 95 respondents taken using accidental sampling technique. Research results show that brand equity, service quality, product quality, and costumer satisfaction are positively and significantly linked to customer loyalty.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWinarmo, Sri TjondroNIDN0011025908sritjondro_w@upnjatim.ac.id
Thesis advisorYuliati, NuriahNIDN0712076202nuriah_y@upnjatim.ac.id
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture > Departement of Agribusiness
Depositing User: Kinanti Almaska Zahra
Date Deposited: 20 Sep 2024 08:24
Last Modified: 20 Sep 2024 08:24
URI: https://repository.upnjatim.ac.id/id/eprint/29902

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