Main Article Content

Abstract

Penelitian bertujuan untuk menginvestigasi seberapa besar loyalitas dari sebuah merek yang dipengaruhi oleh brand image, perceived quality dan brand awareness. Objek penelitian yang diambil adalah salah satu merek internasional yang cukup terkenal di Indonesia yaitu Starbucks. Penelitian kali ini akan membahas mengenai seberapa besar kesetiaan konsumen terhadap Starbucks yang sudah terdengar tidak asing lagi dan banyak sudah mengenali merek tersebut dimana menjual minuman kopi dengan harga yang lumayan tinggi dibandingkan kopi lain dikarenakan kekuatan dari brand. Banyak sekali peminat dari Starbucks bahkan para wisatawan asing cenderung membeli merek tersebut di negara mana pun dikarenakan Starbucks sudah terkenal mendunia. Brand loyalty adalah salah satu preferensi yang mempengaruhi konsumen untuk membeli suatu produk secara berulang terus menerus. Lokasi penelitian dilaksanakan di Starbucks yang berada di Kota Batam. Metode pengambilan sampel diambil tidak secara acak sebanyak 191 responden. Hasil yang ditemukan bahwa adanya hubungan signifikan antara brand image, perceived quality dan brand awareness terhadap brand loyalty. Sedangkan perceived quality dan brand awareness berhasil dimediasikan oleh customer satisfaction.

Keywords

Brand loyalty Customer Satisfaction Brand Awareness Brand Image Perceived Quality

Article Details

How to Cite
Valensia, A., & Candy. (2022). Pengaruh dari Brand Image, Perceived Quality, dan Brand Awareness Terhadap Customer Satisfaction dan Brand Loyalty Starbucks. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 14(2), 191-214. https://doi.org/10.24905/permana.v14i2.234

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