INVESTIGASI FAKTOR PEMBENTUK LOYALITAS MEREK: STUDI KASUS PADA KEDAI COFFEE-TO-GO DI INDONESIA

PUTRI, POPPY ANGGIA UTAMI (2020) INVESTIGASI FAKTOR PEMBENTUK LOYALITAS MEREK: STUDI KASUS PADA KEDAI COFFEE-TO-GO DI INDONESIA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

In the last years, there has been a substantial growth in the number of coffee shops adapting coffee-to-go concept in Indonesia. This study aims to examine structural associations among brand image, customer satisfaction, brand trust, and brand loyalty of coffee-to-go. A total of 270 data obtained through a survey of coffee-to-go customers were processed with SPSS and AMOS. It was found that brand image, customer satisfaction, and brand trust positively and significantly influenced brand loyalty; and that customer satisfaction and brand trust were positive and significant drivers of brand loyalty. Additionally, it was revealed that customer satisfaction is positively and significantly related to brand trust. Keywords:coffee-to-go, brand loyalty, brand image, customer satisfaction, brand

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