PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP LOYALITAS PELANGGAN PADA STARBUCKS MALL GANDARIA CITY

PRASETYO., CANDRA FEBY (2021) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP LOYALITAS PELANGGAN PADA STARBUCKS MALL GANDARIA CITY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand Image, Perception Price, and Lifestyle on Customer Loyalty at Starbucks Mall Gandaria City. The population in this study are consumers who have consumed Strabucks products at Gandaria City Mall. The sample used was 95 respondents, The sampling method uses nonprobability sampling method. Methods of data methods using survey methods, with the research instrument is a questionnaire. Methods of data analysis using statistical tools IBM SPSS Statistics 22. This study proves that the brand image variable does not have a positive and significant effect on customer loyalty. Percepsion Price has a positive and significant effect on customer loyalty. Lifestyle has a positive and significant effect on customer loyalty. Keywords : Brand image, perception price, lifestyle, customer loyalty. Penelitian ini bertujuan untuk menganalisis Pengaruh Citra Merek, Persepsi Harga, dan Gaya Hidup Terhadap Loyalitas Pelanggan Pada Starbucks Mall Gandaria City. Populasi dalam penelitian ini adalah konsumen yang mengetahui dan pernah mengkonsumsi Produk Strabucks di Mall Gandaria City. Sampel yang dipergunakan adalah sebanyak 95 orang responden. Metode penarikan sampel menggunakan metode nonprobability sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan perangkat statistik IBM SPSS Statistics 22. Penelitian ini membuktikan bahwa variabel citra merek tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Persepsi Harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Gaya hidup berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kata Kunci: Citra merek , Persepsi Harga , Gaya Hidup , Loyalitas Pelanggan

Item Type: Thesis (S1)
NIM/NIDN Creators: 43115010039
Uncontrolled Keywords: Citra merek , Persepsi Harga , Gaya Hidup , Loyalitas Pelanggan
Subjects: 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
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: ASHAIDAH AZLYA PUTRI
Date Deposited: 20 Jul 2023 01:33
Last Modified: 01 Aug 2023 02:01
URI: http://repository.mercubuana.ac.id/id/eprint/79384

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