Pengaruh brand awareness, brand association,perceived quality, brand loyalty terhadap consumer loyalty Starbucks Tunjungan Plaza Surabaya
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Institusion

Universitas Wijaya Kusuma Surabaya

Author

Anjarsari, Karina

Subject

HB Economic Theory 

Datestamp

2020-03-10 02:55:04 

Abstract :
ABSTRAKSI Penelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty secara simultan maupun parsial terhadap Consumer Loyalty Starbucks Tunjungan Plaza Surabaya. Sampel pada penelitian ini adalah seluruh Konsumen yang membeli di Starbucks Tunjungan Plaza Surabaya sebanyak 100 responden. dengan menggunakan teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty secara simultan berpengaruh terhadap Consumer Loyalty. dari keempat variabel terdapat satu variabel Brand Loyalty yang secara parsial berpengaruh terhadap Consumer Loyalty. Dan pada hasil dominan menyatakan bahwa Brand Loyalty berpengaruh terhadap Consumer Loyalty. Kata Kunci : Brand Awareness, Brand Association, Perceived Quality, Brand Loyality, dan Consumer Loyalty. ABSTRACT This study aims to determine the effect of Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty simultaneously and partially on Consumer Loyalty Starbucks Tunjungan Plaza Surabaya. The sample in this study were all consumers who bought at Starbucks Tunjungan Plaza Surabaya as many as 100 respondents. by using multiple linear regression analysis techniques. The results showed that Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty simultaneously affected Consumer Loyalty. of the four variables there is one Brand Loyalty variable which partially influences Consumer Loyalty. And the dominant result states that Brand Loyalty influences Consumer Loyalty. Keywords : Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, and Consumer Loyalty 

File :
ABSTRAK.pdf