| dc.description.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 | en_US |
