ANALISIS PENGARUH SERVICE QUALITY, PRICE DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PELANGGAN STARBUCKS DI SURABAYA

Abstract

As modern lifestyle emerges, especially in big cities like Jakarta and Surabaya, hanging out has become a culture in Indonesia. Living in the cities ranked as the most stressful ones in Indonesia makes the people highly in need of a comfortable and relaxing place just to unwind and seek refreshments. Hanging out at coffeeshops has become the most popular choice among people. The term coffeeshop itself is commonly used for a place that provides coffee, hot and/or cold beverages. This study aims to investigate the influence of Service Quality to Customer Satisfaction, Price to Customer Satisfaction, Brand Image to Customer Satisfaction, Service Quality to Customer Loyalty, Price to Customer Loyaly, Brand Image to Customer Loyalty, and Customer Satisfaction to Customer Loyalty. The expected benefit of this research is to contribute to the repertoire of science in the field of management, especially the influence of Service Quality, Price, and Brand Image so as to increase Customer Statisfaction, which will ultimately increase Customer Loyalty from Starbucks company. This research is a causal research which used quantitative method. Data collection was done by distributing questionnaires to 100 respondents with the characteristics of male and female aged 18-60 years, knowing Starbucks, and having made purchases at Starbucks at least twice in the past six months. Then, the data collected were processed using AMOS. The results of this study indicated that Service Quality and Customer Satisfaction showed a significant positive result with the regression coefficient value of 0.470, Price and Customer Satisfaction showed an insignificant result with the regression coefficient value of 0.065, Brand Image and Customer Satisfaction showed a significant positive result with the regression coefficient value of 0.359, Service Quality and Customer Loyalty showed an insignificant result with the regressien coefficient value of 0.107, Price and Customer Loyalty showed an insignificant result the regression coefficient value of 0.035, Brand Image and Customer showed a significant positive result with the regression coefficient value of 0.371, and Customer and Customer Loyalty showed a significant result with the regression coefficient value of 0.385