Jurnal Ilmiah Edunomika (JIE)
Vol 4, No 01 (2020): EDUNOMIKA, VOL. 04, NO. 01, Februari 2020

Loyalitas pelanggan terhadap Produk Starbucks ditinjau dari Dimensi Ekuitas Merek (Pada Starbucks di Solo Square Surakarta)

Muhammad Rian Kisara (Universitas Islam Batik Surakarta)
Bambang Mursito (Unknown)
Drs Djumali (Unknown)

Article Info

Publish Date
11 Mar 2020

Abstract

The aim of this research are: to find out the simultaneous and partial influence of brand awareness, brand loyalty, brand association, and quality perception on Starbucks customer loyalty. The sample in this study were 75 Starbucks customers. Data collection techniques in this research were using observation, documentation , and questionnaires.Technical data analysis in this research were using classic assumption test, multiple linier test, ttest, ftest, the coefficients determined. The result of this study showed that there are simultaneous and partial influences of brand awareness, brand loyalty, brand association, and quality perception on Starbucks customer loyalty. Key words: brand awareness, brand loyalty, brand association, quality perception, and customer loyalty

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...