ANALISIS PENGARUH QUALITY OF PRODUCT, BRAND IMAGE, QUALITY OF SERVICE TERHADAP CUSTOMER TRUST MELALUI CUSTOMER LOYALTY PADA PELANGGAN STARBUCKS COFFEE DI MEDAN

Abstract

The development of the food and beverage industry continues to grow rapidly throughout the world, including in Indonesia. The sector that has developed in the food and beverage industry in recent years is the coffee shop. One of the global companies that meet the standard of good quality product is Starbucks coffee shop. Starbucks is a coffee company from America which is now one of the biggest market leaders in coffee shops in the world. No exception, Starbucks also enlivened the coffee shop market in Indonesia and managed to reap many loyal customers. Therefore, this study was conducted to analyze the effect of quality of product, brand image, quality of service on customer trust and customer loyalty with the Starbucks Coffee research object. The results of this study are expected to be used by Starbucks Coffee in developing the right strategy to increase the purchase of Starbucks Coffee products. In processing and analyzing data, this study uses a quantitative approach with multiple linear regression models and SPSS 17.0 program. Questionnaires were distributed to 150 customers of Starbucks Coffee in Medan with various characteristics, which were used as samples in this study by using non probability sampling with the purposive sampling method. The results of this study indicate that the variable quality of product, brand image, has a significant effect on customer loyalty variables. Significant influence on customer trust variables. In addition, variable quality of product, brand image, quality of service also significantly influence customer loyalty variable. Last customer trust variable has a significant effect on customer loyalty variable. These empirical findings indicate that the variable quality of service has the greatest influence on customer loyalty with a value of 0.405