Pratama, Duta Akbar (2024) Pengaruh Brand Image, Brand Awareness dan Brand Trust Terhadap Customer Loyalty Pada Dee Coffee House Sidoarjo. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
In recent years, there has been an increase in the number of coffee shops in Indonesia. Business people need to apply creativity and innovation in order to thrive in today's highly competitive business environment. This study aims to determine the effect of brand image, brand awareness and brand trust on customer loyalty at Dee Coffee House Sidoarjo. The method used in this research is quantitative method. This type of research uses associative. The population in this study were Dee Coffee House customers. The sample used was 100 respondents. This study uses non probability sampling techniques. This study uses primary and secondary data sources. The data collection technique in this study was a questionnaire. Data calculations using the help of the SPSS 27 For Windows program tool. The results showed the calculation of the T value = 3.405 and the significance value = 0.001. So, Brand Image has a positive and significant effect partially on Customer Loyalty. T value = 2.772 and significance value = 0.008. So, Brand Awareness has a positive and significant effect partially on Customer Loyalty. T value = 5.687 and significance value = 0.000. So, Brand Trust has a positive and significant effect partially on Customer Loyalty. The calculated F value = 20,764 and the significance value = 0.000. So, Brand Image, Brand Awareness and Brand Trust simultaneously affect Customer Loyalty. Keywords: Brand Image, Brand Awareness, Brand Trust, Customer 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: | Duta Akbar Pratama | ||||||||
| Date Deposited: | 28 Jun 2024 07:05 | ||||||||
| Last Modified: | 28 Jun 2024 07:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/24813 |
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