PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY PADA PELANGGAN KOPI DI JAKARTA DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING

ERVINA KUSUMA WARDANI, . (2022) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY PADA PELANGGAN KOPI DI JAKARTA DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Konsumsi kopi di dalam negeri mengalami peningkatan yang signifikan, yaitu sekitar 6%-8% per tahun. Akibatnya membuat kedai kopi menjamur di Indonesia, salah satu yang paling banyak diminati ialah Kopi Kenangan. Penelitian ini dilakukan bertujuan untuk menguji pengaruh brand image dan brand trust terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening pada pelanggan dengan umur 17-40 tahun yang mengkonsumsi Kopi Kenangan di Jakarta. Pada penelitian ini, teknik pengambilan sampel menggunakan purposive sampling dengan total 210 responden yang diperoleh. Adapun pengolahan data dilakukan menggunakan SEM atau Structural Equation Modelling. Hasil penelitian menunjukkan bahwa brand image memengaruhi customer satisfaction, brand trust memengaruhi customer satisfaction, brand image memengaruhi customer loyalty, brand trust memengaruhi customer loyalty, customer satisfaction memengaruhi customer loyalty. Brand image memiliki pengaruh terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening dan brand trust memiliki pengaruh terhadap customer loyaty dengan customer satisfaction sebagai variabel intervening. Kata kunci: brand image, brand trust, customer loyalty, customer satisfaction, pelanggan kopi. *** Domestic coffee consumption has increased significantly, which is around 6%-8% per year. As a result, coffee shops mushroomed in Indonesia, one of the most popular is Kopi Kenangan. This study aims to examine the effect of brand image and brand trust on customer loyalty with customer satisfaction as an intervening variable for customers aged 17-40 years who consume Kopi Kenangan in Jakarta. In this study, the sampling technique used purposive sampling with a total of 210 respondents obtained. The data processing is done using SEM or Structural Equation Modeling. The results show that brand image affects customer satisfaction, brand trust affects customer satisfaction, brand image affects customer loyalty, brand trust affects customer loyalty, customer satisfaction affects customer loyalty significant Brand image influence on customer loyalty with customer satisfaction as the intervening variable and brand trust influence on customer loyalty with customer satisfaction as the intervening variable. Keywords: brand image, brand trust, customer loyalty, customer satisfaction, coffee customers.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Ika Febrilia, S.E., M.M.; 2) Rahmi, S.E., M.S.M
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17872 not found.
Date Deposited:	08 Mar 2023 01:53
Last Modified:	08 Mar 2023 01:53
URI:	http://repository.unj.ac.id/id/eprint/38172

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