Pangesthio, Rivaldo Tandra
(2018)
The relationship between brand equity, customer satisfaction, and brand loyalty on coffee shop : study of the Coffee Bean and Tea Leaf.
Bachelor thesis, Universitas Pelita harapan.
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Abstract
One of the business that is growing in Indonesia is coffee shop. Coffee shop are all terms of establishment that primarily serves coffee and other beverages. As we see from the name that Coffee shop focus on providing coffee and tea and also light snacks. The reason why Coffee shop business is growing is because Indonesia growth rate of coffee consumption is more than 8% and that is bigger than the growth of coffee consumption in the world which is 6%. That is 2% more than the growth of the coffee shop in the world. Nowadays coffee is being consumed daily. A lot of people in Indonesia drinks coffee every day. One of the biggest coffee chain in the world is "The Coffee bean & Tea leaf. They opened their first store on 1963 in Southern California. It was founded by Herb Hyman when he began to roast and import coffee. On the 1970's Herb Hyman start moving to the Camarillo to get direct relationship with coffee growers (The Coffee Bean & Tea Leaf our heritage). The sample method used is a non-probability sampling method in which all elements of the population do not necessarily have the same opportunity to be sampled. The technique used in this non-probability sampling method is the purposive sampling technique that is used to ensure that the various subgroups in the population have been represented with various characteristics of the sample to some extent as desired by the researcher. Characteristics in this sampling are 200 consumers each brand who have visited The Coffee Bean & Tea Leaf in the last 3 months. Data collection technique used in this research is survey technique by using questionnaire as media. Questionnaire is a data collection technique that is done by giving a set of questions in the form of written questions to the respondent. The students were asked to answer the questionnaire based on The Coffee Bean & Tea Leaf or consumers. In this study, the data measurement method used is the Likert scale, which measures the positive or negative responses to a question and the respondent determines the level of approval of a statement by selecting one of the available answers.
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