Hubungan Kualitas Produk, Kesadaran Merk, Dan Harga Dengan Kepuasan Pelanggan Starbucks = Relationship of product quality, brand awareness and price with Starbucks customer satisfaction

Wijaya, Vincentius Michael (2021) Hubungan Kualitas Produk, Kesadaran Merk, Dan Harga Dengan Kepuasan Pelanggan Starbucks = Relationship of product quality, brand awareness and price with Starbucks customer satisfaction. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, kesadaran merk dan harga terhadap kepuasan pelanggan. Bisa kita lihat sendiri bahwa masyarakat saat kini sangat menyukai gerai kopi karena tempatnya nyaman dan juga enak dibuat nongkrong. Gerai kopi di Indonesia sendiri sudah sangat banyak ragamnya dan salah satunya adalah Starbucks. Starbucks meruapakan gerai kopi yang berasadal dari Amerika Serikat yang kini juga membuka cabang di Indonesia. Sempat menduduki peringkat atas di Top Brand selama 6 tahun mulai dari tahun 2015 hingga 2020. Namun banyak berita yangg mengatakan bahwa banyaknya gerai cabang yang dibuka oleh Starbucks dan juga harganya yang terlalu tinggi membuat Starbucks mengalami penurunan dalam penjualan. Selain itu juga semakin ketatnya persaingan sesama gerai kopi juga membuat adanya penurunan penjualan. Maka diperlukan penelitian mengenai kualitas produk, kesadaran merk, dan harga. Pada penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan menggunakan kuesioner elektronik melalui Google Forms. Model pengukuran dan model struktural dalam penelitian ini dianalisis dengan menggunakan SmartPLS 3.0. Responden dalam penelitian ini adalah masyarakat Indonesia yang pernah berkunjung ke Starbucks. Pada model pengukuran terdiri dari uji validitas dan reliabilitas. Sedangkan model struktural terdiri dari uji R- square, T-statistik, P-value dan menguji hubungan konstruk dalam kerangka penelitian ini. Dalam penelitian ini menunjukkan bahwa variabel kualitas produk memiliki pengaruh positif secara langsung terhadap kepuasan pelanggan. Variabel kesadaran merk memiliki pengaruh positif secara langsung terhadap kepuasan pelanggan. Variabel harga memiliki pengaruh positif secara langsung terhadap kepuasan pelanggan. Kata Kunci: kualitas produk, kesadaran merk, harga, kepuasan pelanggan/ RELATIONSHIP OF PRODUCT QUALITY, BRAND AWARENESS AND PRICE WITH STARBUCKS CUSTOMER SATISFACTION This study aims to examine the effect of product quality, brand awareness and price on customer satisfaction. We can see for ourselves that today's people really like coffee shops because they are comfortable and also nice to hang out with. There are many kinds of coffee shops in Indonesia and one of them is Starbucks. Starbucks is a coffee shop originating from the United States which is now also opening branches in Indonesia. Had occupied the top rank in the Top Brand for 6 years from 2015 to 2020. However, many news said that the number of branch outlets opened by Starbucks and also the price that was too high made Starbucks experience a decline in sales. In addition, the increasing competition among coffee outlets also led to a decline in sales. So research is needed on product quality, brand awareness, and price. In this study, using a quantitative approach with the collection method using an electronic questionnaire through Google Forms. The measurement model and structural model in this study were analyzed using SmartPLS 3.0. Respondents in this study were Indonesians who had visited Starbucks. The measurement model consists of validity and reliability tests. While the structural model consists of the R-square test, T-statistic, P-value and test the construct relationships within the framework of this study. In this study shows that the variable product quality has a direct positive effect on customer satisfaction. Brand awareness variables have a direct positive effect on customer satisfaction. The price variable has a direct positive effect on customer satisfaction. Keywords: product quality, brand awareness, price, customer satisfaction

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