PERANAN CUSTOMER SATISFACTION DAN BRAND TRUST UNTUK MEMBANGUN BRAND LOYALTY KOPI KENANGAN GERAI GREEN PRAMUKA SQUARE

WIRDA SILFIYAH, . (2020) PERANAN CUSTOMER SATISFACTION DAN BRAND TRUST UNTUK MEMBANGUN BRAND LOYALTY KOPI KENANGAN GERAI GREEN PRAMUKA SQUARE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui peranan customer satisfaction dan brand trust untuk membangun brand loyalty Kopi Kenangan gerai Green Pramuka Square. Penelitian dilakukan secara daring melalui survei dengan Google Form yang disebar kepada mahasiswa yang berdomisili di Jakarta dan merupakan pelanggan loyal Kopi Kenangan gerai Green Pramuka Square. Penelitian ini berlangsung mulai dari bulan Januari 2020 sampai dengan bulan Juni 2020 atau selama 6 (enam) bulan. Teknik pengambilan sampel menggunakan purposive sampling method dengan melibatkan 123 responden. Persamaan regresi yang dihasilkan antara customer satisfaction (X1) terhadap brand loyalty (Y) adalah Ŷ = 30,487 + 0,608 X1 dan persamaan regresi yang dihasilkan antara brand trust (X2) terhadap brand loyalty (Y) adalah Ŷ = 37,973 + 0,525 X2. Uji Kolmogorov – Smirnov (goodness of fit) untuk menguji normalitas galat taksiran regresi dengan tingkat signifikansi (α) = 5% atau 0,05 dan menghasilkan tingkat signifikan Y sebesar 0,200, X1 sebesar 0,200 dan X2 sebesar 0,200. Ketiga variabel tersebut memiliki tingkat signifikansi > 0,05. Jadi, dapat disimpulkan bahwa brand loyalty (Y), customer satisfaction (X1), dan brand trust (X2) berdistribusi normal sehingga dapat melakukan analisis selanjutnya. Ketiga variabel tersebut memiliki tingkat signifikansi > 0,05. Jadi, dapat disimpulkan bahwa variabel Y, X1, dan X2 berdistribusi normal sehingga dapat melakukan analisis selanjutnya. Pada uji linieritas, regresi Y atas X1 dan Y atas X2 menghasilkan nilai signifikansi yaitu 0,000 < 0,05, sehingga disimpulkan bahwa memiliki hubungan yang linier. Lalu, pada uji t dengan ttabel = 1,979 menghasilkan Y atas X1 sebesar 7,473 > 1,979 dan Y atas X2 sebesar 6.930 > 1,979. Nilai Pearson Correlation X1 terhadap Y sebesar 0,562 dan X2 terhadap Y sebesar 0,533. Maka, terdapat pengaruh positif dan signifikan antara customer satisfaction (X1) terhadap brand loyalty (Y) dan brand trust (X2) terhadap brand loyalty (Y). Koefisien determinasi Y atas X1 sebesar 31,6% dan sisanya 68,4% dipengaruhi faktor lain. Kemudian, koefisien determinasi Y atas X2 sebesar 28,4% dan sisanya 71,6% dipengaruhi oleh faktor lain. This study aims to determine the role of customer satisfaction and brand trust to build brand loyalty of Kopi Kenangan, Square Green Pramuka outlet. The study has been conducted through online survey with Google Form and has been distributed to students in Jakarta who were loyal customers of Kopi Kenangan, Square Green Pramuka outlet. This study has been conducted from January 2020 to June 2020 or for 6 (six) months involving 123 respondents who were selected using purposive sampling method. The results of simple linear regression equation between customer satisfaction (X1) towards brand loyalty (Y) was Ŷ = 30,487 + 0,608 X1 and the results of regression equation between brand trust (X2) towards brand loyalty (Y) was Ŷ = 37,973+ 0,525 X2. Kolmogorov - Smirnov test (goodness of fit) to test the normality of the estimated error of regression with a significance level (α) = 5% or 0,05 and produce a significant level of Y of 0,200, X1 of 0,200 and X2 of 0,200. All three of these variables have a significance level more than 0,05. So, it can be concluded that brand loyalty (Y), customer satisfaction (X1), and brand trust (X2) were normally distributed so further analysis can be conducted. All three of these variables have a significance level > 0,05. So, it can be concluded that the variables Y, X1, and X2 were normally distributed so that they can carry out further analysis. In the linearity test, the regression of Y over X1 and Y over X2 produces a significance value of 0,000 < 0,05, so it is concluded that it has a linear relationship. Then, the t test with ttable = 1.979 produces Y over X1 of 7,473 > 1,979 and Y over X2 of 6.930 > 1,979. The value of Pearson Correlation X1 against Y was 0,562 and X2 against Y was 0,533. Then, there is a positive and significant effect between customer satisfaction (X1) on brand loyalty (Y) and brand trust (X2) on brand loyalty (Y). The coefficient of determination of Y over X1 was 31.6% and the remaining 68,4% was influenced by other factors. Then, the coefficient of determination of Y over X2 was 28.4% and the remaining 71,6% was influenced by other factors.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Nurdin Hidayat,M.M., M.Si. ; 2). Ryna Parlyna, MBA
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 4629 not found.
Date Deposited:	07 Sep 2020 10:47
Last Modified:	10 Sep 2020 08:59
URI:	http://repository.unj.ac.id/id/eprint/9459

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