Setiawan, Natasya (2024) PENGARUH HARGA, DIGITAL MARKETING, BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA STARBUCKS GALAXY MALL SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
The rapid development of business has led to the emergence of many enterprises, and one of them is the coffee shop business. Coffee shops are becoming increasingly prevalent, and entrepreneurs must employ various strategies to compete with each other, with Starbucks Coffee being one of the contenders. A business can survive and excel if it successfully cultivates customer loyalty. Customer loyalty can be fostered by implementing several strategies, such as setting prices that align with the quality and benefits of the product, executing innovative, creative, and trustworthy digital marketing, maintaining the brand image of the product by emphasizing product quality, and providing good customer service during purchases that can create satisfaction and ultimately lead to customer loyalty. This research is a quantitative study with data collection techniques using a questionnaire. The research employs purposive sampling method, with a sample size of 100 respondents who meet the criteria of having purchased Starbucks Coffee products at Galaxy Mall Surabaya more than twice and are at least 17 years old. The research results indicate that all statement items of each variable in the questionnaire are declared valid with a calculated r-value > table r value of 0.1996. All variables are declared reliable with a Cronbach Alpha value > 0.60. The normality test using the Kolmogorov-Smirnov test shows that the data in this study follows a normal distribution. The Multicollinearity Test results show no symptomps of multicollinearity, with tolerance values > 0.10 and VIF < 10. The Heteroskedasticity Test results show a significance value > 0.05, meaning that there is no heteroskedasticity in the research. The multiple linear regression analysis in this study produces the equation Y = -7.565 + 0.215X1 + 0.317X2 + 0.296X3 + 0.080X4. Based on the Adjusted R-squared value, the variables of price, digital marketing, brand image, and service quality contribute moderately to consumer loyalty at 45.2%. The t-test results indicate that the variables of price, digital marketing, and brand image have a significant impact on consumer loyalty, with t-values > t-table and significance levels < 0.05. However, the service quality variable does not significantly influence consumer loyalty at Starbucks Coffee Galaxy Mall Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Price, Digital Marketing, Brand Image, Service Quality, Customer Loyalty. | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Users 277 not found. | ||||||||
| Date Deposited: | 29 Feb 2024 04:29 | ||||||||
| Last Modified: | 29 Feb 2024 04:29 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1613 |
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