Analisis Pengaruh Brand Image, Trust In Brand, Dan Customer Satisfaction Terhadap Brand Loyalty (Studi Kasus Starbucks Coffe Teras Kota, BSD)

Aryasena, Wisnhu (2011) Analisis Pengaruh Brand Image, Trust In Brand, Dan Customer Satisfaction Terhadap Brand Loyalty (Studi Kasus Starbucks Coffe Teras Kota, BSD). S1 thesis, STIE Indonesia Banking School.

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Abstract

In getting advantage in strong competition on HORECA (Hotel, Restaurant ,and Catering) business, it is very important to strengthen brand loyalty for the HORECA business, because it can give benefit in the long term. In addition, in today’s market having a well thought through brand strategy is a key contribution to corporate success. Brand enable consumers to efficiently encode their functional and emotional values in their minds, hence, it is enabling consumers to recognize the points of difference between competing brands, because they are the interface between consumers and the company. Based on some previous research, there are several factors that affect brand loyalty, but from a lot of previous researches, it was revealed that although the various separate study, the most common factors in influencing brand loyalty are the brand image, trust in brand and customer satisfaction. Therefore, this research generally intend to examine the affect of brand image, trust in brand, and customer satisfaction toward brand loyalty on Starbucks Coffee. The objective of this research is to analyze the influence of brand image, trust in brand, and customer satisfaction toward brand loyalty. The respondent of this research are Starbucks Coffee’s consumers in Teras Kota, BSD. The data collections were analyzed by multiple regressions The results of this research shows that trust in brand has a significant influence to the brand loyalty. Moreover, customer satisfaction has a significant influence to the customer loyalty. On the other hand, brand image does not have a significant influence to the brand loyalty. Keywords : trust, loyalty, branding

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 09 Oct 2020 04:38
Last Modified: 09 Oct 2020 04:38
URI: http://repository.ibs.ac.id/id/eprint/1523

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