Pengaruh physical quality, staff behavior, ideal self congruence, brand identification, dan lifestyle congruence terhadap customer satisfaction dan brand loyalty pada Starbucks Coffee di Surabaya

Mitzi, Donabella (2015) Pengaruh physical quality, staff behavior, ideal self congruence, brand identification, dan lifestyle congruence terhadap customer satisfaction dan brand loyalty pada Starbucks Coffee di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Seiring berkembangnya jaman yang semakin pesat, coffee shop di Indonesia mengalami banyak perubahan khususnya perubahan konsep sehingga marak bermunculan coffee shop bernuansa modern yang disesuaikan dengan gaya hidup konsumen saat ini. Dengan adanya gaya hidup baru ini, membawa industri coffee shop kedalam suatu tingkat persaingan baru dimana yang terbaiklah yang dapat bertahan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh physical quality, staff behavior, ideal self-congruence, brand identification, lifestyle-congruence terhadap customer satisfaction dan brand loyalty. Data dikumpulkan dari 150 konsumen yang rutin mengunjungi Starbucks Coffee di Surabaya. Teknik analisis yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkan bahwa physical quality, staff behavior, ideal self-congruence, brand identification, lifestyle-congruence memiliki pengaruh yang signifikan terhadap customer satisfaction dan brand loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Physical Quality, Staff Behavior, Ideal Self-Congruence, Brand Identification, Lifestyle-Congruence, Customer Satisfaction, Brand Loyalty
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 2546 not found.
Date Deposited: 16 Feb 2016 01:14
Last Modified: 16 Feb 2016 01:14
URI: http://repository.wima.ac.id/id/eprint/5735

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