Pengaruh kepercayaan merek kopi caramel machiato terhadap loyalitas pelanggan starbucks di g-walk Surabaya

Yulio, Davit (2019) Pengaruh kepercayaan merek kopi caramel machiato terhadap loyalitas pelanggan starbucks di g-walk Surabaya. Other thesis, Wijaya Kusuma Surabaya University.

Text PENGARUH KEPERCAYAAN MEREK KOPI CARAMEL MACHIATO TERHADAP LOYALITAS PELANGGAN STARBUCKS DI G.pdf Download (859kB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh Kepercayaan Merek kopi Caramel Macchiatoterhadap Loyalitas Pelanggan Starbucks di G-Walk Surabaya. Teknik pengumpulan data pada penelitian ini dilakukan dengan cara membagikan kuesioner kepada responden. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 80 responden. Analisis data menggunakan analisis statistik. Teknik analisis yang digunakan adalah teknik analisis regresi linier berganda dengan hasil sebagai berikut : Y = 0,967+ 0,319 X1 + 0,400 X2. Berdasarkan hasil uji hipotesis (Uji F) dari penelitian menunjukkan variabel Kepercayaan Merek (X) yang terdiri dari: Brand Reliability (X1), Brand Intentions (X2) secara simultan berpengaruh signifikan terhadap LoyalitasPelanggan (Y) pada kopi Starbucks di Surabaya Barat. Untuk hasil (Uji t) dalam penelitian ini menunjukkan variabel Kepercayaan Merek (X) yang terdiri dari: Brand Reliability (X1), Brand intentions (X2) secara parsial berpengaruh signifikan terhadap LoyalitasPelanggan (Y) pada kopi Starbucks di Surabaya Barat. Untuk hasil uji dominan (β) dalam penelitian ini menunjukkan diantara variabel Kepercayaan Merek (X) yang terdiri dari: Brand Reliability (X1), Brand intentions (X2) berpengaruh dominan terhadap LoyalitasPelanggan (Y) pada kopi Starbucks di Surabaya Barat. Kata kunci: Kepercayaan Merek, Loyalitas Pelanggan. ABSTRACT This study aims to determine and analyze the influence of Starbucks Coffee Brand Retailers on Customer Loyalty in south Surabaya. Data collection techniques in this study was conducted by distributing questionnaires to respondents. The number of samples used in this study were as many as 80 respondents. Data analysis using statistical analysis. The analysis technique used is multiple linear regression analysis with the following results : Y = 0,967 + 0,319 X_(1 )+ 0,400 X_2. Based on the results of hypothesis testing (test F) from the study showed that the variables Brand Association (X) consist of : Brand Reliability (X1), Brand Intentions (X2), simultaneously have a significant effect on Customer Loyalty (Y) of Starbucks Coffee Brand Retailers in south Surabaya. For the results (t test) in this study indicates the variables Brand Association (X) consist of : Brand Reliability (X1), Brand Intentions (X2), partially significant effect on Customer Loyalty (Y) of Starbucks Coffee Brand Retailers in south Surabaya. For the results the dominant (β) test in this study shows among the variables Brand Association (X) consist of : Brand Reliability (X1), Brand Intentions (X2) dominant influence on Customer Loyalty (Y) of Starbucks Coffee Brand Retailers in south Surabaya. Keywords: Brand Associations, Customer Loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	kepercayaan merk, loyalitas pelanggan,Brand Associations, Customer Loyalty.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Davit Yulio
Date Deposited:	12 Feb 2019 07:40
Last Modified:	12 Feb 2019 07:40
URI:	http://erepository.uwks.ac.id/id/eprint/3272

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