Pengaruh Kepuasan Konsumen, Nilai Konsumen Dan Citra Merek Terhadap Loyalitas Konsumen Starbucks
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Institusion

Universitas Muhammadiyah Surakarta

Author

Kartika Putra, Jemy
, Dr. Edy Purwo Saputro, SE, M.Sl.

Subject

HB Economic Theory 

Datestamp

2022-08-09 07:11:46 

Abstract :
This study aims to analyze the effect of consumer satisfaction, consumer value and brand image on Starbucks consumer loyalty. This research is a type of associative research. This research method uses quantitative methods. The population and sample in this study were consumers of any Starbucks outlets that had met the requirements and the number of respondents as samples in this study were 100 people. Sources of data used in this study is primary data. Methods of data collection by using a questionnaire. Data was collected using a questionnaire adopted from the results of a number of previous studies using 5 Likert scales. Data analysis using SPSS (Software Statistical Package for Social Sciences) version 26. The results of the analysis in this study indicate that consumer satisfaction has no significant effect on consumer loyalty, consumer value has a significant effect on consumer loyalty and brand image also has no significant effect on consumer loyalty. 

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