“Pengaruh Cafe Atmosphere, Brand Authenticity, dan Customer Experience terhadap Customer Loyalty di UB Coffee Malang”.

Damanik, Sandy Rama Arthanto and Prof. Ananda Sabil Hussein,, SE., M.Com., Ph.D (2023) “Pengaruh Cafe Atmosphere, Brand Authenticity, dan Customer Experience terhadap Customer Loyalty di UB Coffee Malang”. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui dan mejelaskan pengaruh cafe atmosphere, brand authenticity, dan customer experience terhadap customer loyalty. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel 200 responden, 200 responden tersebut adalah individu yang telah berumur minimal 17 tahun dan pernah mengunjungi UB Coffee minimal dua kali. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Analisis data yang dilakukan adalah analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda dan uji hipotesis. Dari hasil pengujian terhadap ketiga variabel dapat disimpulkan bahwa variabel cafe atmosphere, brand authenticity, dan customer experience berpengaruh positif dan signifikan terhadap customer loyalty di UB Coffee. Hal ini berarti customer loyalty di UB Coffee dipengaruhi oleh cafe atmosphere, brand authenticity, dan customer experience.

English Abstract

This research aims to determine and explain the influence of cafe atmosphere, brand authenticity, and customer experience on customer loyalty. This is an explanatory research type that elucidates the causal relationships among its variables through hypothesis testing. The study utilized a sample of 200 respondents aged at least 17 years old, who had visited UB Coffee at least twice. The sampling method employed was non-probability sampling using purposive sampling technique. The data analysis included descriptive analysis, classic assumption tests, multiple linear regression analysis, and hypothesis testing. From the test results on the three variables, it can be concluded that cafe atmosphere, brand authenticity, and customer experience have a positive and significant impact on customer loyalty at UB Coffee. This implies that customer loyalty at UB Coffee is influenced by cafe atmosphere, brand authenticity, and customer experience.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020842
Uncontrolled Keywords:	Cafe Atmosphere, Brand Authenticity, Customer Experience, Customer Loyalty
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username nova
Date Deposited:	19 Mar 2024 03:12
Last Modified:	19 Mar 2024 03:12
URI:	http://repository.ub.ac.id/id/eprint/217223

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