Analisis pengaruh driver of lovemarks terhadap brand love dan brand respect untuk membentuk brand loyalty pada pelanggan Starbucks di Surabaya

Purba, Farel (2020) Analisis pengaruh driver of lovemarks terhadap brand love dan brand respect untuk membentuk brand loyalty pada pelanggan Starbucks di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia adalah negara produsen kopi ke empat terbesar di dunia. Produk kopi asal Indonesia banyak digemari dan menjadi daya tarik tersendiri bagi wisatawan mancanegara yang berkunjung ke Indonesia. Setiap tahun, sekitar 20% dari total produksi dikonsumsi oleh orang Indonesia, baik di rumah maupun di kedai kopi. Tumbuhnya tingkat konsumsi minuman kopi ini mendorong semakin banyak perusahaan untuk masuk dan bersaing di pasar Indonesia. Salah satu perusahaan tersebut adalah Starbucks. Starbucks Coffee Indonesia membuka toko pertamanya di Plaza Indonesia pada 17 Mei 2002 dan hingga September telah memiliki 421 gerai yang tersebar di berbagai kota di Indonesia dan berada dibawah naungan PT Mitra Adi Perkasa Tbk (MAP). Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Mystery, Sensuality, dan Intimacy terhadap Brand Love, Trust, Reputation dan Performance terhadap Brand Respect, dan Brand Love dan Brand Respect terhadap Brand Loyalty pada pelanggan Starbucks di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah untuk memberikan kontribusi kepada pengembangan teori dan penelitian pemasaran, serta bermanfaat bagi Starbucks di Surabaya dalam menelaah pengaruh Mystery, Sensuality, dan Intimacy terhadap Brand Love, Trust, Reputation dan Performance terhadap Brand Respect, dan Brand Love dan Brand Respect terhadap Brand Loyalty. Penelitian ini merupakan penelitian yang dilakukan dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 22.0. Pengumpulan data dilakukan dengan penyebaran kuisioner kepada 114 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili di Surabaya dan pernah membeli dan mengonsumsi di tempat minimal 2 kali dalam kurun waktu 6 bulan terakhir di Starbucks di Surabaya. Hasil penelitian menunjukan bahwa variabel yang memiliki pengaruh terbesar adalah variabel Brand Respect terhadap variabel Brand Love sebesar 0,431; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Mystery terhadap variabel Brand Love sebesar 0,399; terbesar ketiga variabel Reputation terhadap variabel Brand Respect sebesar 0,361; terbesar keempat Brand Respect terhadap variabel Brand Loyalty yang memiliki pengaruh sebesar 0,335, terbesar kelima variabel Performance terhadap variabel Brand Respect sebesar 0,302, terbesar keenam variabel Intimacy terhadap variabel Brand Love sebesar 0,263; terbesar ketujuh variabel Sensuality terhadap variabel Brand Love sebesar 0,143; dan terbesar kedelapan variabel Trust terhadap variabel Brand Respect sebesar 0,036 / Indonesia is the fourth largest coffee producing country in the world. Coffee products from Indonesia are popular and have become the main attraction for foreign tourists visiting Indonesia. Every year, around 20% of total production is consumed by Indonesians, both at home and in coffee shops. This growing level of coffee drink consumption encourages more and more companies to enter and compete in the Indonesian market. One such company is Starbucks. Starbucks Coffee Indonesia opened its first store in Plaza Indonesia on May 17, 2002 and as of September has 421 outlets spread across various cities in Indonesia and is under the auspices of PT Mitra Adi Perkasa Tbk (MAP). This study aims to determine how the influence of Mystery, Sensuality, and Intimacy on Brand Love, Trust, Reputation and Performance on Brand Respect, and Brand Love and Brand Respect on Brand Loyalty to Starbucks customers in Surabaya. The expected benefits from this research are to contribute to the development of marketing theory and research, and benefit Starbucks in Surabaya in examining the influence of Mystery, Sensuality, and Intimacy on Brand Love, Trust, Reputation and Performance on Brand Respect, and Brand Love and Brand. Respect for Brand Loyalty. This research is a research conducted with quantitative methods with data processing using SPSS 22.0. The data was collected by distributing questionnaires to 114 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya and had bought and consumed at least 2 times in the last 6 months at Starbucks in Surabaya. The results showed that the variable that had the greatest influence was the Brand Love variable on the Brand Loyalty variable of 0.431; then the variable that has the second biggest influence is the Mystery variable on the Brand Love variable of 0.399; the third largest was the Reputation variable for the Brand Respect variable of 0.361; the fourth largest was Brand Respect for the Brand Loyalty variable which had an influence of 0.335, the fifth largest was the Performance variable on the Brand Respect variable of 0.302, the sixth largest was the Intimacy variable for the Brand Love variable of 0.263; the seventh largest variable Sensuality to the Brand Love variable is 0.143; and the eighth largest Trust variable to Brand Respect variable is 0.036.

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