Analisis pengaruh mystery, sensuality, intimacy, trust, reputation, performance, terhadap brand loyalty melalui brand love dan brand respect pada pelanggan koi Galaxy mall 3 Surabaya

Prakasa, Claudia Evita (2021) Analisis pengaruh mystery, sensuality, intimacy, trust, reputation, performance, terhadap brand loyalty melalui brand love dan brand respect pada pelanggan koi Galaxy mall 3 Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perusahaan makanan dan minuman merupakan salah satu sektor perusahaan terus berkembang dan tidak akan redup untuk prospek kedepannya. Pertumbuhan bisnis dalam industri makanan dan minuman dapat terlihat jelas dari tempat makan dan minuman yang semakin banyak berkembang di berbagai kota di Indonesia, bahkan memberikan kontribusi cukup besar terhadap perekonomian nasional. Hal ini dikarenakan bahwa makanan dan minuman merupakan kebutuhan fisiologis yang harus dipenuhi manusia. Seiring dengan perkembangan era pula, semakin banyak sektor perusahaan yang bergerak dibidang makanan dan minuman. Salah satunya yang marak dijumpai saat ini ada sektor perusahaan yang bergerak dalam usaha bubble tea. Disebabkan begitu besarnya minat konsumen dan jumlah konsumsi terhadap bubble tea yang begitu meningkat. Salah satu perusahaan bubble tea yang marak dan terus melakukan ekspansi hingga saat ini yaitu KOI. Dalam penelitian ini digunakan sembilan variabel yaitu brand loyalty, brand respect, brand love, mystery, sensuality, intimacy, trust, reputation, dan performance. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan dibidang manajemen khususnya seberapa besar pengaruh Brand Loyalty sehingga meningkatkan transaksi berkelanjutan dari pelanggan KOI Galaxy Mall 3 Surabaya. Penelitian ini merupakan penelitian dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 24.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 161 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili di Surabaya, pernah membeli dan mengkonsumsi KOI di Galaxy Mall 3 Surabaya minimal 2 kali dalam 6 bulan terakhir. Hasil akhir ini yaitu variabel Mystery berpengaruh positif signifikan terhadap Brand Love sebesar 0,825; variabel Sensuality berpengaruh positif signifikan terhadap Brand Love sebesar 0,004,variabel Intimacy berpengaruh positif signifikan terhadap Brand Love sebesar 0,016, variabel Trust berpengaruh positif signifikan terhadap Brand Respect sebesar 0,000, variabel Reputation berpengaruh positif tidak signifikan tehadap Brand Respect sebesar 0,253, variabel Peformance berpengaruh positif tidak signifikan terhadap Brand Respect sebesar 0,009, variabel Mystery berpengaruh positif tidak signifikan terhadap Brand Love sebesar 0,820, variabel Sesuality berpengaruh positif signifikan tehadap Brand Love sebesar 0,193, variabel Intimacy berpengaruh positif signifikan tehadap Brand Love sebesar 0,595, variabel Trust berpengaruh positif signifikan terhadap Brand Love sebesar 0,094, variabel Reputation berpengaruh positif tidak signifikan tehadap Brand Love sebesar 0,516, variabel Peformance berpengaruh positif tidak signifikan terhadap Brand Love sebesar 0,674, variabel Brand Respect berpengaruh positif signifikan terhadap Brand Loyalty sebesar 0,017, variabel Brand Love berpengaruh positif tidak signifikan terhadap Brand Loyalty sebesar 0,271. / The food and beverage company is one of the company's sectors that continues to grow and will not be dimmed for future prospects. The business growth in the food and beverage industry can be clearly seen from the growing number of places to eat and drink in various cities in Indonesia, even contributing quite a lot to the national economy. This is because food and drink are physiological needs that must be met by humans. Along with the development of the era, more and more companies are engaged in the food and beverage sector. One of them that is currently being found is the company sector engaged in the bubble tea business. This is due to the high level of consumer interest and the increasing consumption of bubble tea. One of the bubble tea companies that is booming and continues to expand to this day is KOI. In this study, nine variables were used, namely brand loyalty, brand respect, brand love, mystery, sensuality, intimacy, trust, reputation, and performance. The expected benefit from this research is to add to the repertoire of knowledge in the field of management, especially how much influence Brand Loyalty has so as to increase sustainable transactions from customers of KOI Galaxy Mall 3 Surabaya. This research is a quantitative method with data processing using SPSS 24.0. Data was collected by distributing questionnaires to 161 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, had bought and consumed KOI at Galaxy Mall 3 Surabaya at least 2 times in the last 6 months. The final result is that the Mystery variable has a significant positive effect on Brand Love of 0.825; Sensuality variable has a significant positive effect on Brand Love of 0.004, Intimacy variable has a significant positive effect on Brand Love of 0.016, Trust variable has a significant positive effect on Brand Respect of 0.000, Reputation variable has no significant positive effect on Brand Respect of 0.253, Performance variable has no positive effect Significantly on Brand Respect of 0.009, Mystery variable has a significant positive effect on Brand Love of 0.820, Sexuality variable has a significant positive effect on Brand Love of 0.193, Intimacy variable has a significant positive effect on Brand Love of 0.595, Trust variable has a significant positive effect on Brand Love of 0.094, the Reputation variable has an insignificant positive effect on Brand Love of 0.516, the Performance variable has an insignificant positive effect on Brand Love of 0.674, the Brand Respect variable has a p a significant positive effect on Brand Loyalty of 0.017, the variable Brand Love has an insignificant positive effect on Brand Loyalty of 0.271.

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