Pengaruh strategi merek, preferensi merek dan kepuasan merek terhadap loyalitas merek pada independent speciality cofee shop

Pangaribuan, Patriot (2021) Pengaruh strategi merek, preferensi merek dan kepuasan merek terhadap loyalitas merek pada independent speciality cofee shop. Masters thesis, Universitas Pelita harapan.

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Abstract

Kopi merupakan minuman favorit bagi masyarakat pada umumnya. Industri kopi terutama coffee shop semakin meningkat dan berkembang dari tahun ke tahun. Penelitian ini bertujuan untuk mengetahui pengaruh strategi merek yang terdiri dari duta merek dan kepercayaan merek, preferensi merek dan kepuasan merek terhadap loyalitas merek pada Independent Specialty Coffee Shop dalam meningkatkan penjualan. Survei dilakukan dengan 385 responden. Tipe penelitian dengan metode kuantitatif dan pengumpulan data dilakukan dengan menyebarkan kuesioner online yang berisi 20 pertanyaan dalam skala Likert dari 1 hingga 7. Semua pertanyaan valid dan reliabel untuk analisis lebih lanjut. Data dianalisis dengan metode SEM menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan Duta-merek, -kepercayaan-merek,preferensi merek dan kepuasan merek secara parsial dan simultan mempunyai pengaruh positif dan signifikan terhadap loyalitas merek pada Independent Specialty Coffee Shop, sehingga tidak ada variabel yang tidak berpengaruh. / Coffee is a favorite drink for people in general. The coffee industry, especially coffee shops, is increasing and growing from year to year. This study aims to determine the effect of brand strategy consisting of brand ambassadors and brand trust, brand preference and brand satisfaction on brand loyalty at the Independent Specialty Coffee Shop in increasing sales. The survey was conducted with 385 respondents. This type of research uses quantitative methods and data collection is carried out by distributing online questionnaires containing 20 questions on a Likert scale from 1 to 7. All questions are valid and reliable for further analysis. Data were analyzed by SEM method using SmartPLS application. The results showed that brand-ambassador, -brand-trust, brand preference and brand satisfaction partially and simultaneously had a positive and significant influence on brand loyalty at the Independent Specialty Coffee Shop, so there was no variable that had no effect.

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