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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 05/01/2021 14:53:07  •  571 Views


PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA PELANGGAN STARBUCKS DI JAKARTA BARAT

Created by :
APRILIA DAMAYANTI ( 20160101308 )



SubjectKUALITAS LAYANAN
GAMBAR MEREK
LOYALITAS MEREK
Alt. Subject QUALITY OF SERVICE
BRAND IMAGE
BRAND LOYALTY
KeywordService Quality
Brand image
Brand Trust Brand Loyalty.

Description:

Penelitian ini bertujuan untuk mengetahui pengaruh service quality dan brand image, dengan brand trust sebagai variabel intervening terhadap Brand loyalty pada pelanggan Starbucks Coffee di Jakarta Barat. Variabel independen terdiri atas service quality dan brand image, variabel dependen adalah brand loyalty dan variabel intervening adalah brand trust. Penelitian ini dilakukan pada konsumen Starbucks di Jakarta Barat yang telah membeli dan mengkonsumsi produk pada Starbucks. Sampel yang digunakan 200 responden, dengan teknik pengambilan sampel yaitu sampel purposive sampling. Jenis penelitian ini merupakan penelitian asosiatif yang bersifat kausal dan metode analisis yang digunakan dalam penelitian ini menggunakan teknik analisa Analisis Jalur (Path Analysis). Hasil penelitian menunjukkan bahwa service quality berpengaruh positif dan signifikan terhadap brand trust, brand image tidak memiliki pengaruh yang signifikan terhadap brand trust, service quality, brand image dan brand trust berpengaruh positif dan signifikan terhadap brand loyalty. Namun, brand trust tidak dapat dikatakan sebagai variabel intervening karena memiliki pengaruh tidak langsung yang lebih kecil dari pada pengaruh langsungnya.

Contributor:
  1. Ir. Jatmiko , MM., MBA
Date Create:05/01/2021
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-20160101308
Collection ID:20160101308


Source :
Undergraduate Theses of Economic Departement

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2021 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-service-quality-dan-brand-image-terhadap-brand-loyalty-melalui-brand-trust-pada-pelanggan-starbucks-di-jakarta-barat-17750.html




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  1.  UEU-Undergraduate-17750-COVER.Image.Marked.pdf - 126 KB
  2.  UEU-Undergraduate-17750-HALAMAN PENGESAHAN.Image.Marked.pdf - 413 KB
  3.  UEU-Undergraduate-17750-HALAMAN PERSETUJUAN PUBLIKASI.Image.Marked.pdf - 287 KB
  4.  UEU-Undergraduate-17750-HALAMAN PERSETUJUAN.Image.Marked.pdf - 310 KB
  5.  UEU-Undergraduate-17750-HALAMAN PERNYATAAN KEASLIAN.Image.Marked.pdf - 285 KB
  6.  UEU-Undergraduate-17750-ABSTRAK.Image.Marked.pdf - 293 KB
  7.  UEU-Undergraduate-17750-KATA PENGANTAR.Image.Marked.pdf - 395 KB
  8.  UEU-Undergraduate-17750-DAFTAR ISI.Image.Marked.pdf - 531 KB
  9.  UEU-Undergraduate-17750-DAFTAR PUSTAKA.Image.Marked.pdf - 412 KB
  10.  UEU-Undergraduate-17750-LAMPIRAN.Image.Marked.pdf - 3127 KB
  11.  UEU-Undergraduate-17750-BAB1.Image.Marked.pdf - 769 KB

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  1. UEU-Undergraduate-17750-BAB2.Image.Marked.pdf - 751 KB
  2. UEU-Undergraduate-17750-BAB3.Image.Marked.pdf - 940 KB
  3. UEU-Undergraduate-17750-BAB4.Image.Marked.pdf - 1148 KB
  4. UEU-Undergraduate-17750-BAB5.Image.Marked.pdf - 428 KB
  5. UEU-Undergraduate-17750-BAB6.Image.Marked.pdf - 399 KB

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Brand , Brand Trust Brand Loyalty. , Brand image , Loyalty. , Quality , Service , Service Quality , Trust , image



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