Pamungkas, Dhimas Tirta and Dr. Mugiono, (2021) Pengaruh Brand Awareness, Product Quality, Dan Service Quality Terhadap Customer Loyalty (Studi Pada Kedai Kopi Dr Coffee Lab, Nganjuk). Sarjana thesis, Universitas Brawijaya.
Abstract
Naiknya minat dan konsumsi kopi di Indonesia sejak tahun 2016, membuat banyaknya bisnis kedai kopi mulai bermunculan di Indonesia. Minat akan konsumsi kopi diprediksi akan terus meningkat hingga 8,22% pertahunnya. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, product quality, dan service quality terhadap customer loyalty. Penelitian dilakukan pada kedai kopi DR Coffee Lab di Kota Nganjuk dengan menggunakan uji regresi linear berganda untuk mengetahui besarnya hubungan antar variabel. Pengambilan sampel dilakukan secara nonprobability sampling, dengan jumlah sampel sebesar 44 responden yang berasal dari konsumen kedai kopi DR Coffee Lab. Penelitian ini menggunakan software SPSS versi 16. Hasil pada penelitian ini menunjukan bahwa brand awareness dan product quality memiliki hubungan yang signifikan terhadap customer loyalty. Namun, service quality tidak memiliki hubungan yang signifikan terhadap customer loyalty.
English Abstract
The increasing interest and consumption of coffee in Indonesia since 2016 has made many coffee shop businesses appear in Indonesia. Interest in coffee consumption is predicted to continue to increase by 8.22% per year. This study aims to determine the effect of brand awareness, product quality, and service quality on customer loyalty. The study was conducted at the coffee shop DR Coffee Lab Nganjuk City using multiple linear regression test to determine the magnitude of the relationship between variables. Sampling was done by non-probability sampling, with a total sample of 44 respondents from consumers of the DR Coffee Lab coffee shop. This study uses SPSS version 16 software. The results of this study indicate that brand awareness and product quality have a significant relationship to customer loyalty. However, service quality does not have a significant relationship with customer loyalty
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020507 |
| Uncontrolled Keywords: | Brand Awareness, Product Quality, Service Quality, Customer Loyalty, Kedai Kopi, Brand Awareness, Product Quality, Service Quality, Customer Loyalty, Coffee Shop |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 27 Jan 2023 02:10 |
| Last Modified: | 27 Jan 2023 02:10 |
| URI: | http://repository.ub.ac.id/id/eprint/196986 |
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