PENGARUH BRAND EXPERIENCE, SUSCEPTIBILITY TO NORMATIVE INFLUENCE, LIFESTYLE, DAN CUSTOMER ENGAGEMENT TERHADAP BRAND LOYALTY PADA TOMORO COFFEE

ARDHIANSYAH NUR HIDAYAT IDRIS, . (2026) PENGARUH BRAND EXPERIENCE, SUSCEPTIBILITY TO NORMATIVE INFLUENCE, LIFESTYLE, DAN CUSTOMER ENGAGEMENT TERHADAP BRAND LOYALTY PADA TOMORO COFFEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Persaingan kedai kopi modern di Indonesia yang semakin ketat menuntut setiap merek, termasuk Tomoro Coffee, membangun loyalitas merek yang kuat agar mampu mempertahankan pelanggannya. Penelitian ini bertujuan untuk menganalisis pengaruh brand experience, susceptibility to normative influence (SNI), lifestyle, dan customer engagement terhadap brand loyalty pada konsumen Tomoro Coffee, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan desain kausal; data primer dikumpulkan melalui kuesioner daring berskala Likert enam poin yang disebarkan dengan teknik purposive sampling. Unit analisis dalam penelitian ini adalah konsumen individual Tomoro Coffee di wilayah DKI Jakarta yang telah melakukan pembelian dalam tiga bulan terakhir, dengan jumlah sampel sebanyak 150 responden. Teknik analisis data yang digunakan adalah analisis regresi linear berganda dengan bantuan perangkat lunak SPSS versi 26, yang didahului uji validitas, uji reliabilitas, dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa brand experience, SNI, lifestyle, dan customer engagement masing-masing berpengaruh positif dan signifikan terhadap brand loyalty; secara simultan keempat variabel tersebut juga berpengaruh signifikan dengan nilai F hitung sebesar 49,857 dan koefisien determinasi sebesar 0,579, yang berarti model mampu menjelaskan 57,9% variasi brand loyalty. Customer engagement merupakan prediktor paling dominan, diikuti oleh brand experience, lifestyle, dan SNI. Berdasarkan temuan tersebut, Tomoro Coffee direkomendasikan memperkuat keterlibatan pelanggan melalui program loyalitas pada aplikasi resmi, konten media sosial yang interaktif, dan komunitas pelanggan; menjaga konsistensi kualitas produk serta pengalaman di gerai dan kanal pesan-antar daring; serta menyesuaikan penawaran dengan gaya hidup konsumen muda perkotaan. Penelitian selanjutnya disarankan memperluas cakupan wilayah, menambahkan variabel lain seperti kepuasan konsumen dan kepercayaan merek, serta menggunakan desain penelitian longitudinal. **** The increasingly fierce competition among modern coffee shops in Indonesia compels brands—including Tomoro Coffee—to build strong brand loyalty to retain their customers. This study aims to analyze the influence of brand experience, susceptibility to normative influence (SNI), lifestyle, and customer engagement on brand loyalty among Tomoro Coffee consumers, both individually and simultaneously. A quantitative approach was employed using a survey method and a causal research design; primary data were collected via an online questionnaire utilizing a six-point Likert scale, distributed using purposive sampling. The unit of analysis consisted of individual Tomoro Coffee consumers in the DKI Jakarta region who had made a purchase within the last three months, with a sample size of 150 respondents. Data analysis was conducted using multiple linear regression with SPSS version 26 software, preceded by validity, reliability, and classical assumption tests. The results indicate that brand experience, SNI, lifestyle, and customer engagement each exert a positive and significant influence on brand loyalty. Simultaneously, these four variables also have a significant impact, with a calculated F-value of 49.857 and a coefficient of determination of 0.579, meaning the model explains 57.9% of the variation in brand loyalty. Customer engagement emerged as the most dominant predictor, followed by brand experience, lifestyle, and SNI. Based on these findings, it is recommended that Tomoro Coffee strengthen customer engagement through loyalty programs on its official app, interactive social media content, and customer communities; maintain consistent product quality and customer experience across both physical outlets and online delivery channels; and tailor its offerings to the lifestyles of young urban consumers. Future research is advised to expand the geographical scope, incorporate additional variables such as customer satisfaction and brand trust, and utilize a longitudinal research design.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D.; 2). Dr. Terrylina Arvinta Monoarfa, SE., MM.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Ardhiansyah Nur Hidayat Idris .
Date Deposited:	21 Aug 2026 02:47
Last Modified:	21 Aug 2026 02:47
URI:	http://repository.unj.ac.id/id/eprint/72645

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