AMBARWATI, GALUH DESTRI (2020) PENGARUH CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN MEMPERHATIKAN HARGA, PROMOSI, DAN GAYA HIDUP PADA STRABUCKS COFFEE. S1 thesis, Universitas Mercu Buana.
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Abstract
This study is to determine the effect of brand image on customer loyalty by paying attention to the factors of price, promotion and lifestyle. The object of this research is Starbucks Coffee customers who have made a purchase. This study was conducted on 210 respondents who had purchased Starbucks Coffee at Mercu Buana University Jakarta using a quantitative descriptive approach. Furthermore, the data analysis used is statistical analysis with Output processing software with SPSS and Smart-PLS. The results of this study indicate that by means of the t test all variables are mutually influential and significant Keyword: price, promotion, lifestyle, brand image, customer loyalty, Starbucks Coffee. Penelitian ini untuk mengetahui pengaruh citra merek terhadap loyalitas pelanggan dengan memperhatikan factor-faktor harga, promosi, dan gaya hidup. Objek penelitian ini adalah pelanggan Starbucks Coffee yang telah melakukan pembelian. Penelitian ini dilakukan terhadap 210 responden yang sudah melakukan pembelian Starbucks Coffee di Universitas Mercu Buana Jakarta dengan menggunakan pendekatan deskriptif kuantitatif. Selanjutnya, analisis data yang digunakan adalah analisis statistik dengan software Output pengolahan dengan SPSS dan Smart-PLS. Hasil penelitian ini menunjukan bahwa secara uji t semua variable saling berpengaruh dan signifikan. Kata Kunci: harga, promosi, gaya hidup, citra merek, loyalitas pelanggan, Starbucks Coffee
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 20 136 |
| NIM/NIDN Creators: | 43116010179 |
| Uncontrolled Keywords: | harga, promosi, gaya hidup, citra merek, loyalitas pelanggan, Starbucks Coffee |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 02 Mar 2022 08:34 |
| Last Modified: | 09 Mar 2022 01:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57110 |
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