Analisis Pengaruh Customer Emotion, Citra Merek, Dan Harga Terhadap Loyalitas Pelanggan Starbucks Jakarta
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Institusion
STIE Indonesia Banking School
Author
Utama, Aria Waskita
Subject
HD28 Management. Industrial Management
Datestamp
2020-11-16 08:35:38
Abstract :
This Study aims to analyze the influence of Customer Emotion, Brand Image, and Price to the Customer Loyalty of Starbucks in Jakarta. This study uses three independent variables which are : Customer Emotion, Brand Image, and Price. The Customer Loyalty in this study is the only one dependent variable. This study uses multiple regression analysis. Data is obtained by distributing 100 questionnaires to Starbucks?s Customers who live in 5 sections of Jakarta (South Jakarta, North Jakarta, East Jakarta, West Jakarta, and Central Jakarta). 20 customers for each section and have purchased the products (Starbucks?s coffee) for the last 3 months. Result of the first regression of this study shows that Customer Emotion, Brand Image, and Price have a significance influence to Customer Loyalty while these three variables integrate one to another. The second regression which analyze the partial effect of each independent variables to dependent variable shows that Customer Emotion and Price have a significance influence to Customer Loyalty. In the other hand, Brand Image has no significance influence to Customer Loyalty. Therefore, in order to increase the Customer Loyalty, Starbucks is suggested to maintain the Customer Emotion when they encounter the stores and have more policies about the price to endorse the loyalty. Keywords : Customer Emotion, Brand Image, Price, Customer Loyalty.
This Study aims to analyze the influence of Customer Emotion, Brand Image, and Price to the Customer Loyalty of Starbucks in Jakarta. This study uses three independent variables which are : Customer Emotion, Brand Image, and Price. The Customer Loyalty in this study is the only one dependent variable. This study uses multiple regression analysis. Data is obtained by distributing 100 questionnaires to Starbucks?s Customers who live in 5 sections of Jakarta (South Jakarta, North Jakarta, East Jakarta, West Jakarta, and Central Jakarta). 20 customers for each section and have purchased the products (Starbucks?s coffee) for the last 3 months. Result of the first regression of this study shows that Customer Emotion, Brand Image, and Price have a significance influence to Customer Loyalty while these three variables integrate one to another. The second regression which analyze the partial effect of each independent variables to dependent variable shows that Customer Emotion and Price have a significance influence to Customer Loyalty. In the other hand, Brand Image has no significance influence to Customer Loyalty. Therefore, in order to increase the Customer Loyalty, Starbucks is suggested to maintain the Customer Emotion when they encounter the stores and have more policies about the price to endorse the loyalty. Keywords : Customer Emotion, Brand Image, Price, Customer Loyalty.
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