Pengaruh Product Quality, Service Quality, Dan Brand Image Terhadap Customer Satisfaction Starbucks Merr Surabaya

Wijaya, William Artha (2022) Pengaruh Product Quality, Service Quality, Dan Brand Image Terhadap Customer Satisfaction Starbucks Merr Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

The development of coffee bean yields and economic growth in the food and beverage business has increased very significantly from 2016 to 2021 so that beverage-based cafes that use coffee beans as the main ingredient for sales products are increasing, this makes Starbucks have to have a different marketing strategy in making sales. the product. The purpose of this study is useful to determine the effect between the variables Product Quality, Service Quality, and Brand Image on Customer Satisfaction Starbucks Merr in Surabaya. In this study, a quantitative research method was used which took a population of 75 respondents from consumers who had made purchases at Starbucks Merr, East Surabaya. The selection of this sample used a purposive sampling technique with the data collection technique using a questionnaire. Based on data processing using SPSS version 25 the results obtained are as follows: the results of the validity test on all statement items in this study were declared valid which resulted in a value of r count > r table with a significance level of <0.05. The results of the reliability test show that the variables in this study are reliable where the value of Cronbach's Alpha> 0.60. The normality test shows that the regression model in this study meets the assumptions of normality and the data shows a normal distribution pattern. The multicollinearity test in this study resulted in a tolerance value > 0.10 and a VIF value <10, where there were no signs of multicollinearity. Heteroscedasticity test showed that in this study there was no heteroscedasticity. The regression model equation obtained is as follows: Y = 3.502 - 0.134 X1 + 0.71 X2 + 0.113 X3. The coefficient of determination test produces an Adjust R Square of 0.077 or 7.7% which indicates that the contribution of product quality, service quality, and brand image variables to customer satisfaction has a low relationship. The results of the t test in this study resulted that the product quality variable (X1) had a significant effect on the customer satisfaction variable (Y), while the service quality variables (X2) and brand image (X3) had a positive but not significant effect on the customer satisfaction variable (Y). on Starbucks Merr Surabaya products.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Anggraini Tresvanto, Citra NIDN0727128801 citra.anggraini@ukdc.ac.id
Uncontrolled Keywords:	Product Quality, Service Quality, Brand Image, Customer Satisfaction
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 01:23
Last Modified:	22 Sep 2025 01:23
URI:	http://repositori.ukdc.ac.id/id/eprint/1547

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