Pengaruh Brand Image dan Kualitas Layanan terhadap Loyalitas Pelanggan Starbucks Tunjungan Plaza Surabaya. (The Influence of Brand Image and Service Quality on Customer Loyalty at Starbucks Tunjungan Plaza Surabaya)

All Hakim, Achmad Rovi (2022) Pengaruh Brand Image dan Kualitas Layanan terhadap Loyalitas Pelanggan Starbucks Tunjungan Plaza Surabaya. (The Influence of Brand Image and Service Quality on Customer Loyalty at Starbucks Tunjungan Plaza Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The growth of the coffee shop business is growing rapidly, especially in Surabaya, which results in intense competition, making it difficult for consumers to choose which coffee shop to visit. In addition, consumers now also dare to submit complaints, criticisms, or suggestions to coffee shops for the products and services they have received. Therefore, business people must pay attention to Brand Image and Service Quality so that they can still compete and not lose to other coffee shops. This study aims to determine the effect of brand image and service quality on customer loyalty at Starbucks Tunjungan Plaza Surabaya. This type of research is quantitative with the population being starbucks customers who have bought at Tunjungan Plaza Surabaya and the sample is 100 respondents by distributing questionnaires via google form. Data research analysis using validity test, reliability test, multiple linear regression analysis, t test, F test, and determination coefficient test (R2). The results show that there is a significant influence between brand image and customer loyalty. There is a significant influence between service quality and customer loyalty. Brand image and service quality simultaneously have a significant effect on customer loyalty at Starbucks Tunjungan Plaza Surabaya. Therefore, Starbucks must maintain and improve brand image and service quality in order to get loyal customers. Keyword: Brand Image, Quality Service, Loyal Customer

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