Pengaruh kepercayaan merek terhadap loyalitas merek pada pelanggan starbucks Di surabaya

Arid, Hafizh Hamdan (2018) Pengaruh kepercayaan merek terhadap loyalitas merek pada pelanggan starbucks Di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Starbucks is a coffee shop from the United States that has been established since 1971, and has spread across the world, including in Indonesia, especially Surabaya. The purpose of this study aims to determine the effect of independent variables (brand characteristics, company characteristics, consumer brand characteristics, brand reputation), mediation variables (brand trust), and on the dependent variable (brand loyalty). This study has 100 respondents selected by using purposive sampling method, so the sample used is based on predetermined criteria, Starbucks Surabaya customers who have a minimum age of 19 years. The data were collected by distributing questionnaires. This research uses WarpPLS 6.0 test tool. The results of this study indicate that the brand characteristics have no significant effect on brand trust, but the variable company characteristics, consumer brand characteristics, brand reputation has a significant influence on brand trust, and brand trust is able to mediate brand characteristics, corporate characteristics, consumer brand characteristics, in brand loyalty. Keyword : Brand Characteristics, Company Characteristics, Consumer-Brand Characteristics, Brand Reputation, Brand Trust, Brand Loyalty.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 14 Jan 2019 01:55
Last Modified: 14 Jan 2019 01:55
URI: http://eprints.perbanas.ac.id/id/eprint/3854

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