MEMBANGUN BRAND LOYALTY PADA KONSUMEN MOBILE COFFEE (KOPI KELILING) MODERN: INVESTIGASI PERAN BRAND EXPERIENCE, PRODUCT QUALITY, DAN BRAND REPUTATION

MUHAMAD RAFLI PUTRA SANTOSA, . (2025) MEMBANGUN BRAND LOYALTY PADA KONSUMEN MOBILE COFFEE (KOPI KELILING) MODERN: INVESTIGASI PERAN BRAND EXPERIENCE, PRODUCT QUALITY, DAN BRAND REPUTATION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek (brand experience), kualitas produk (product quality), dan reputasi merek (brand reputation) terhadap kepercayaan merek (brand trust) dalam membentuk loyalitas merek (brand loyalty). Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner dari 250 responden yang merupakan konsumen mobile coffee modern di Jakarta. Data dianalisis menggunakan model persamaan struktural (SEM) melalui perangkat lunak AMOS dan SPSS. Hasil analisis menunjukkan bahwa pengalaman merek, kualitas produk, dan reputasi merek secara signifikan memengaruhi kepercayaan merek, yang pada gilirannya memengaruhi loyalitas merek. Penelitian ini memberikan wawasan teoretis tentang pengelolaan merek dan implikasi praktis bagi strategi pemasaran di sektor kopi keliling modern. Kata Kunci: Perilaku Konsumen, Mobile Coffee, Pemasaran Berkelanjutan, Konsumen Urban, Loyalitas Merek, Pertumbuhan Pasar. ***** This study aims to analyze the influence of brand experience, product quality, and brand reputation on brand trust in forming brand loyalty. Using a quantitative approach, data was collected through questionnaires from 250 respondents who are modern mobile coffee consumers in Jakarta. Data were analyzed using structural equation modeling (SEM) through AMOS and SPSS software. The results of the analysis show that brand experience, product quality and brand reputation significantly influence brand trust, which in turn influences brand loyalty. This research provides theoretical insights into brand management and practical implications for marketing strategies in the modern roaming coffee sector. Keywords: Consumer Behavior, Mobile Coffee, Sustainable Marketing, Urban Consumers, Brand Loyalty, Market Growth.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	MUHAMAD RAFLI PUTRA SANTOSA .
Date Deposited:	19 Feb 2025 01:05
Last Modified:	19 Feb 2025 01:05
URI:	http://repository.unj.ac.id/id/eprint/53050

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