Wijaya, Aldwin (1452152) (2019) Pengaruh Brand Image dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Starbucks Coffee. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan di Starbucks Coffee Kota Bandung. Sampel yang berjumlah 120 adalah pelanggan spereading. Tekniknya, yaitu purposive sampling. Data tersebut menggunakan data primer melalui kuesioner. Metode analisis data menggunakan analisis regresi linier berganda. Pengujian hipotesis menggunakan T-test (uji statistik) untuk membuktikan pengaruh variabel independen terhadap variabel dependen secara parsial atau individual. Hasil penelitian ini menemukan bahwa citra merek dan kepuasan pelanggan berpengaruh positif signifikan terhadap loyalitas pelanggan Starbucks Coffee Kota Bandung.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Brand Image, Kepuasan Konsumen, Loyalitas. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 10 May 2019 03:05 |
| Last Modified: | 10 May 2019 03:05 |
| URI: | http://repository.maranatha.edu/id/eprint/26586 |
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