Hartono, Sela Kristina (2018) Analisis pengaruh service quality, price dan brand image terhadap customer loyalty melalui customer satisfaction pada pelanggan starbucks di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.
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Abstract
Seiring dengan berubahnya gaya hidup yang semakin modern terutama dikota-kota besar seperti Jakarta dan Surabaya yang memilki tingkat stress yang masih terus meningkat membuat banyak masyarakat di kota-kota besar tersebut membutuhkan tempat yang nyaman dan santai untuk sekedar melepas lelah atau mencari refreshing agar dapat memperbaiki suasana menjadi lebih baik, pergi dan bersantai ke coffee shop atau kedai kopi menjadi pilihan yang paling diminati masyarakat. Selain sudah menjadi budaya di Indonesia, masyarakat juga mempunyai niat yang besar untuk datang berkunjung ke tempat yang di gemari berbagai usia. Kedai kopi seringkali juga disebut coffeehouse, coffee shop, atau cafe menjadi istilah yang sering digunakan untuk tempat yang menyediakan kopi atau minuman hangat atau dingin lainnya. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Service Quality terhadap Customer Satisfaction, pengaruh Price terhadap Customer Satisfaction, pengaruh Brand Image terhadap Customer Satisfaction, pengaruh Service Quality terhadap Customer Loyalty, pengaruh Price terhadap Customer Loyalty, pengaruh Brand Image terhadap Customer Loyalty dan pengaruh Customer Satisfaction terhadap Customer Loyalty.Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Service Quality, Price dan Brand Image sehingga meningkatkan Customer Satisfaction yang pada akhirnya akan meningkatkan Customer Loyalty dari perusahaan Starbucks. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Starbucks dan pernah melakukan pembelian di Starbucks sebanyak dua kali dalam kurun 6 bulan terakhir. Hasil penelitian menunjukkan bahwa Service Quality dan Customer Satisfaction menunjukkan hasil yang signifikan kearah positif dengan nilai koefisien regresi sebesar 0,470, Price dan Customer Satisfaction menunjukkan hasil yang tidak signifikan dengan koefisien regresi sebesar 0,065, Brand Image dan Customer Satisfaction menunjukkan hasil yang signifikan kearah positif dengan nilai koefisien regresi sebesar 0,359, Service Quality dan Customer Loyalty menunjukkan hasil yang tidak signifikan dengan nilai koefisien regresi sebesar 0,107, Price dan Customer Loyalty menunjukkan hasil yang tidak signifikan dengan nilai koefisien regresi sebesar 0,035, Brand Image dan Customer Loyalty menunjukkan hasil yang signifikan kearah positif dengan nilai koefisien regresi sebesar 0,371, Customer Satisfaction dan Customer Loyalty menunjukkan hasil yang signifikan kearah dengan nilai koefisien regresi sebesar 0,385 / As modern lifestyle emerges, especially in big cities like Jakarta and Surabaya, hanging out has become a culture in Indonesia. Living in the cities ranked as the most stressful ones in Indonesia makes the people highly in need of a comfortable and relaxing place just to unwind and seek refreshments. Hanging out at coffeeshops has become the most popular choice among people. The term coffeeshop itself is commonly used for a place that provides coffee, hot and/or cold beverages. This study aims to investigate the influence of Service Quality to Customer Satisfaction, Price to Customer Satisfaction, Brand Image to Customer Satisfaction, Service Quality to Customer Loyalty, Price to Customer Loyaly, Brand Image to Customer Loyalty, and Customer Satisfaction to Customer Loyalty. The expected benefit of this research is to contribute to the repertoire of science in the field of management, especially the influence of Service Quality, Price, and Brand Image so as to increase Customer Statisfaction, which will ultimately increase Customer Loyalty from Starbucks company. This research is a causal research which used quantitative method. Data collection was done by distributing questionnaires to 100 respondents with the characteristics of male and female aged 18-60 years, knowing Starbucks, and having made purchases at Starbucks at least twice in the past six months. Then, the data collected were processed using AMOS. The results of this study indicated that Service Quality and Customer Satisfaction showed a significant positive result with the regression coefficient value of 0.470, Price and Customer Satisfaction showed an insignificant result with the regression coefficient value of 0.065, Brand Image and Customer Satisfaction showed a significant positive result with the regression coefficient value of 0.359, Service Quality and Customer Loyalty showed an insignificant result with the regressien coefficient value of 0.107, Price and Customer Loyalty showed an insignificant result the regression coefficient value of 0.035, Brand Image and Customer showed a significant positive result with the regression coefficient value of 0.371, and Customer and Customer Loyalty showed a significant result with the regression coefficient value of 0.385
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | service quality; price; brand image; customer satisfaction; customer loyalty | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Rafael Rudy | ||||||||||||
Date Deposited: | 26 Jun 2023 03:48 | ||||||||||||
Last Modified: | 26 Jun 2023 03:48 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/56132 |
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