Wibowo, Rizqia Khairunnisa (2026) Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Loyalitas Konsumen Fore Coffee di Kota Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The competition in Indonesia’s modern coffee industry has become increasingly intense, requiring companies to strengthen customer loyalty in order to sustain their business performance. Fore Coffee is one of the local coffee brands that has experienced rapid growth; however, based on the Top Brand Index from 2023 to 2025, it still ranked below several of its major competitors. This condition indicates that customer loyalty toward Fore Coffee needs to be improved and is presumed to be influenced by product quality, price, and brand image. This study aims to analyze The Influence Of Product Quality, Price, and Brand Image on Consumer Loyalty toward Fore Coffee in Surabaya. The research employs a quantitative approach with a causal associative research design, involving 150 respondents selected through an accidental sampling technique. Data were collected using questionnaires and analyzed through multiple linear regression with the assistance of SPSS software. The results indicate that product quality, price, and brand image simultaneously have a positive and significant effect on consumer loyalty. Partially, Product Quality, Price, and Brand Image also have a positive and significant effect on consumer loyalty. These findings indicate that improving product quality, maintaining appropriate pricing, and strengthening a positive brand image are important factors in increasing and maintaining consumer loyalty toward Fore Coffee in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rizqia Khairunnisa Wibowo | ||||||||
| Date Deposited: | 31 Aug 2026 03:13 | ||||||||
| Last Modified: | 31 Aug 2026 03:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59272 |
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