Pranata, Ryan (2018) Pengaruh Brand Experience, Brand Personality Traits, Brand Prestige, Brand Trust, Customer Satisfaction terhadap Brand Loyalty Cafe Starbucks di Surabaya. [Undergraduate thesis]
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh brand experience, brand personality traits, brand prestige, brand trust, customer satisfaction terhadap brand loyaltyCafé Starbucks di Surabaya. Penelitian ini dilakukan dengan menggunakan Structural Equation Modelling dengan software SPSS 18.0 dan LISREL 8.7 for Windows. Penelitian ini mengambil data sebanyak 240 responden yang mengunjungi dan mengkonsumsi kopi merek Starbucks setiap 2 bulan. Hasil penelitian ini menemukan bahwa brand experience berpengaruh positif terhadap brand prestige.Brand personality berpengaruh terhadap brand prestigedan brand trust. Brand prestige berpengaruh terhadap brand trust, customer satisfaction danattitudinal brand loyalty. Brand trust berpengaruh terhadap customer satisfaction dan behavioral brand loyaltynamun brand trust tidak berpengaruh terhadap attitudinal brand loyalty. Konsumen yang puas terhadap Starbucks memberikan pengaruh positif terhadap attitudinal brand loyalty dan behavioral brand loyalty. Terakhir, attitudinal brand loyalty tidak berpengaruh terhadap behavioral brand loyalty.
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | brand experience,brand personality, brand prestige, brand trust,brand loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Masyhur 196042 |
| Date Deposited: | 19 Oct 2018 08:18 |
| Last Modified: | 19 Oct 2018 08:18 |
| URI: | http://repository.ubaya.ac.id/id/eprint/33671 |
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