PENGARUH KUALITAS PRODUK, HARGA, DAN GAYA HIDUP TERHADAP LOYALITAS PELANGGAN PADA STARBUCKS KAFE DI DKI JAKARTA

BASRI, MUHAMMAD HASAN (2022) PENGARUH KUALITAS PRODUK, HARGA, DAN GAYA HIDUP TERHADAP LOYALITAS PELANGGAN PADA STARBUCKS KAFE DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of the business world or business is currently experiencing a significant increase. One of them is a trading business in the coffee shop sector. This study aims to analyze the effect of Product Quality, Price, and Lifestyle on customer loyalty at Starbucks in DKI Jakarta. in this study the population is people in DKI Jakarta who have visited Starbucks Café The samples used in this study were 150 respondents. The sampling technique used was purposive sampling. By using a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of SEM-PLS. The results of this study indicate that product quality has a significant positive effect on customer loyalty. Price has a nonsignificant negative effect on Customer Loyalty and Lifestyle has a significant positive effect on Customer Loyalty. Keywords: Product Quality, Price, Lifestyle, Customer Loyalty, Starbucks Cafe Perkembangan dunia usaha atau bisnis saat ini mengalami peningkatan yang cukup signifikan. Salah satunya adalah usaha perdagangan di bidang coffee shop. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Harga, dan Gaya Hidup terhadap loyalitas pelanggan pada Starbucks di DKI Jakarta. dalam penelitian ini populasinya adalah masyarakat di DKI Jakarta yang pernah berkunjung ke Starbucks Kafe, sampel yang digunakan dalam penelitian ini adalah sebanyak 150 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kualitas Produk berpengaruh positif siginifikan terhadap Loyalitas Pelanggan. Harga berpengaruh negatif tidak siginifikan terhadap Loyalitas Pelanggan dan Gaya Hidup berpengaruh positif siginifikan terhadap Loyalitas Pelanggan. Kata Kunci : Kualitas Produk, Harga, Gaya Hidup, Loyalitas Pelanggan, Starbucks Kafe

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 207
Call Number: SE/31/22/139
NIM/NIDN Creators: 43118010407
Uncontrolled Keywords: Kualitas Produk, Harga, Gaya Hidup, Loyalitas Pelanggan, Starbucks Kafe
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.2 Beverages, Drinks/Minuman
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 09 Nov 2022 07:56
Last Modified: 09 Nov 2022 07:56
URI: http://repository.mercubuana.ac.id/id/eprint/71476

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