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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Fedila Machbo Zania
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF PUBLIC RELATION AND CUSTOMER VALUE MARKETING ON CUSTOMER LOYALTY IN STARBUCKS COFFEE BATAM CITY Nur Rahmah Andayani; Fedila Machbo Zania
JOURNAL OF APPLIED BUSINESS ADMINISTRATION Vol 5 No 2 (2021): Journal of Applied Business Administration - September 2021
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v5i2.2647

Abstract

This research aims to determine the effect of marketing public relations and customer value on customer loyalty at Starbucks Coffee Batam City. The research variables are marketing public relation (X1), customer value (X2). The research approach uses quantitative approaches and uses descriptive statistical analysis with data processing using multiple linear regression tests with SPSS tools. The population and research sample amounted to 100 respondents. Data collection for this study uses questionnaires with a Likert Scale. The conclusion of the research are positive and significant on customer loyalty in Starbucks Coffee Batam City. Hence, maintaining customer loyalty so that customers are willing to return repeating purchases of the same product and make customers choose Starbucks Coffee products as the first choice.
Co-Authors Nur Rahmah Andayani