The effect of brand image, brand trust, price fairness, and customer satisfaction onbrand loyalty of mid-sized coffee shop consumers
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Asep Hermawan
Pembimbing 2 : Nama Saya
Kata Kunci : Brand Image, Brand Trust, Price Fairness, Customer Satisfaction, Brand Loyalty, Relationship Marketi
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2026_SK_SMJ_022002203003_Halaman-Judul.pdf | ||
| 2. | 2026_SK_SMJ_022002203003_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2026_SK_SMJ_022002203003_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_SK_SMJ_022002203003_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_SK_SMJ_022002203003_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2026_SK_SMJ_022002203003_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_SK_SMJ_022002203003_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_SK_SMJ_022002203003_Bab-1.pdf | ||
| 9. | 2026_SK_SMJ_022002203003_Bab-2.pdf |
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| 10. | 2026_SK_SMJ_022002203003_Bab-3.pdf |
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| 11. | 2026_SK_SMJ_022002203003_Bab-4.pdf |
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| 12. | 2026_SK_SMJ_022002203003_Bab-5.pdf | ||
| 13. | 2026_SK_SMJ_022002203003_Daftar-Pustaka.pdf | ||
| 14. | 2026_SK_SMJ_022002203003_Lampiran.pdf |
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P Penelitian ini bertujuan untuk mengkaji pengaruh citra merek, kepercayaan merek, keadilan harga, dan kepuasan pelanggan terhadap loyalitas merek pada konsumen kedai kopi menengah di jakarta dengan menggunakan pendekatan teori relationship marketing. dalam industri kedai kopi yang semakin kompetitif, loyalitas pelanggan menjadi faktor penting dalam mempertahankan keberlangsungan bisnis. penelitian ini menggunakan metode kuantitatif dengan metode survei dan dianalisis melalui spss 22. data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen kedai kopi menengah di jakarta dalam satu bulan terakhir. hasil penelitian menunjukkan bahwa kepercayaan merek dan kepuasan pelanggan memiliki pengaruh positif terhadap loyalitas merek. namun, citra merek dan keadilan harga tidak memiliki pengaruh positif terhadap loyalitas merek. hasil penelitian diharapkan dapat memberikan kontribusi teoritis dalam pengembangan ilmu pemasaran dan perilaku konsumen, serta manfaat praktis bagi manajer kedai kopi dalam menyusun strategi pemasaran yang efektif guna meningkatkan loyalitas merek di tengah persaingan industri yang ketat.
T This study aims to examine the influence of brand image, brand trust, price fairness, and customer satisfaction on brand loyalty among consumers in mid-sized coffee shops in jakarta using the relationship marketing theory. in the increasingly competitive coffee shop industry, brand loyalty is a crucial factor in maintaining business sustainability. this study employed a quantitative survey method and was analyzed using spss 22. data were collected through questionnaires distributed to consumers in mid-sized coffee shops in jakarta within the past month. the results indicate that brand trust and customer satisfaction have a positive effect on brand loyalty. however, brand image and price fairness do not have a positive effect on brand loyalty. the results of this study are expected to provide theoretical contributions to the development of marketing and consumer behavior, as well as practical benefits for coffee shop managers in developing effective marketing strategies to increase brand loyalty amidst intense industry competition.
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Info Koleksi Skripsi
Universitas
Fakultas
- FH (2099)
- FEB (7584)
- FK (2097)
- FKG (3950)
- FTSP (1160)
- FTI (3918)
- FTKE (2559)
- FALTL (1956)
- FSRD (789)