THE IMPACT OF PRODUCT QUALITY, BRAND IMAGE AND SERVICE QUALITY TOWARD CUSTOMER LOYALTY (CASE STUDY IN STARBUCKS SOEPOMO TEBET)

FITRAJAYA, PRAWIRA HADI (2019) THE IMPACT OF PRODUCT QUALITY, BRAND IMAGE AND SERVICE QUALITY TOWARD CUSTOMER LOYALTY (CASE STUDY IN STARBUCKS SOEPOMO TEBET). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to examine the effect of product quality, brand image and service quality toward customer loyalty at Starbucks Soepomo Tebet. The research data was taken from a survey conducted on customers of Starbucks Soepomo Tebet with the criteria have been purchased a minimum of 12 times a month. The research method used is linear regression with 3 independent variables processed using the SPSS Statistics program. The results of the research stated that the coefficient of determination is 0.494, which means the percentage contribution of independent variables (product quality, brand image, service quality) to the dependent variable (service loyalty) is 49.4%. The remaining 50.6% is influenced or explained by other variables not included in this research model. The results showed that partially, the Product Quality variable had a significantly positive effect on customer loyalty while the Brand Image and Service Quality variables had no effect on Customer Loyalty. However, simultaneously there is a significant effect of Product Quality, Brand Image and Service Quality on Starbucks Soepomo Tebet Customer Loyalty. Keyword: Product Quality, Brand Image, Service Quality, Customer Loyalty, Starbucks

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 811
Call Number:	SE/31/19/086
NIM/NIDN Creators:	43115010071
Uncontrolled Keywords:	Product Quality, Brand Image, Service Quality, Customer Loyalty, Starbucks
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	27 Jan 2022 08:12
Last Modified:	15 Oct 2022 06:54
URI:	http://repository.mercubuana.ac.id/id/eprint/54800

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