SILFIYAH, WIRDA (2020) PERANAN CUSTOMER SATISFACTION DAN BRAND TRUST UNTUK MEMBANGUN BRAND LOYALTY KOPI KENANGAN GERAI GREEN PRAMUKA SQUARE. S1 thesis, Universitas Negeri Jakarta.
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Abstract
WIRDA SILFIYAH, The Role of Customer Satisfaction and Brand Trust to Build Brand Loyalty Kopi Kenangan, Green Pramuka Square. This study aims to determine the role of customer satisfaction and brand trust to build brand loyalty of Kopi Kenangan, Square Green Pramuka outlet. The study has been conducted through online survey with Google Form and has been distributed to students in Jakarta who were loyal customers of Kopi Kenangan, Square Green Pramuka outlet. This study has been conducted from January 2020 to June 2020 or for 6 (six) months involving 123 respondents who were selected using purposive sampling method. The results of simple linear regression equation between customer satisfaction (X1) towards brand loyalty (Y) was Ŷ = 30,487 + 0,608 X1 and the results of regression equation between brand trust (X2) towards brand loyalty (Y) was Ŷ = 37,973+ 0,525 X2. Kolmogorov - Smirnov test (goodness of fit) to test the normality of the estimated error of regression with a significance level (α) = 5% or 0,05 and produce a significant level of Y of 0,200, X1 of 0,200 and X2 of 0,200. All three of these variables have a significance level more than 0,05. So, it can be concluded that brand loyalty (Y), customer satisfaction (X1), and brand trust (X2) were normally distributed so further analysis can be conducted. All three of these variables have a significance level > 0,05. So, it can be concluded that the variables Y, X1, and X2 were normally distributed so that they can carry out further analysis. In the linearity test, the regression of Y over X1 and Y over X2 produces a significance value of 0,000 < 0,05, so it is concluded that it has a linear relationship. Then, the t test with ttable = 1.979 produces Y over X1 of 7,473 > 1,979 and Y over X2 of 6.930 > 1,979. The value of Pearson Correlation X1 against Y was 0,562 and X2 against Y was 0,533. Then, there is a positive and significant effect between customer satisfaction (X1) on brand loyalty (Y) and brand trust (X2) on brand loyalty (Y). The coefficient of determination of Y over X1 was 31.6% and the remaining 68,4% was influenced by other factors. Then, the coefficient of determination of Y over X2 was 28.4% and the remaining 71,6% was influenced by other factors. Keywords: Brand Loyalty, Customer Satisfaction, Brand Trust.
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