PERSEPSI PRODUK, BRAND IMAGE, ATMOSFER TOKO DAN HARGA PRODUK DALAM MEMBENTUK LOYALITAS KONSUMEN STARBUCKS

RAKHA, RAMANDHA (2022) PERSEPSI PRODUK, BRAND IMAGE, ATMOSFER TOKO DAN HARGA PRODUK DALAM MEMBENTUK LOYALITAS KONSUMEN STARBUCKS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine Product Perception, Brand Image, Store Atmosphere, and Product Prices in Forming Starbucks Consumer Loyalty. The population used in this study were all visitors who made purchases at Starbucks in the South Jakarta area with a total of 37 outlets with a total sample of 180 respondents. Data analysis was performed using Smart-PLS. The data analysis method used in this study was Component or Variance Based Structural Equation Model. The results showed that Product Perception had a positive and significant effect on Customer Loyalty, Brand Image had a positive and significant effect on Customer Loyalty, Store Atmosphere had a positive and significant effect on Customer Loyalty, and Product Price had no significant effect on Customer Loyalty. Keyword: Product Perception, Brand Image, Store Atmosphere, Product Price, Consumer Loyalty Penelitian ini bertujuan untuk mengetahui Persepsi Produk, Brand Image, Atmosphere Toko, dan Harga Produk Dalam Membentuk Loyalitas Konsumen Starbucks. Populasi yang digunakan dalam penelitian ini adalah seluruh pengunjung yang melakukan pembelian di Starbucks yang berada di kawasan Jakarta Selatan dengan jumlah Gerai sebanyak 37 Gerai dengan jumlah sampel sebanyak 180 responden. Analisis data dilakukan dengan menggunakan SmartPLS. Metode analisis data yang digunakan dalam penelitian ini adalah Component atau Variance Based Structural Equation Model. Hasil penelitian menunjukkan bahwa Persepsi Produk berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, Brand Image berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, Atmosphere Toko berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, dan Harga Produk tidak berpengaruh signifikan terhadap Loyaliyas Pelanggan. Kata Kunci: Persepsi Produk, Brand Image, Atmosphere Toko, Harga Produk, Loyalitas Konsumen

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 443
Call Number: SE/31/23/091
NIM/NIDN Creators: 43117110197
Uncontrolled Keywords: Persepsi Produk, Brand Image, Atmosphere Toko, Harga Produk, Loyalitas Konsumen
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 04 Feb 2023 08:07
Last Modified: 04 Feb 2023 08:07
URI: http://repository.mercubuana.ac.id/id/eprint/73947

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