ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER LOYALTY PADA PELANGGAN STARBUCKS DI SURABAYA

Abstract

Recently, an industry that is growing rapidly in Indonesia was food and beverge industry, one of them is cafes or coffe shop. In the city of Surabaya is, industry is now growing rapdly and became the belle of the coffe shop. The high rate of growth of the coffe shop in Surabaya in coffe comsumption can not be separated from the people of Surabaya increasing. In addition to coffe consumption increases, changes in people's lifestyle Surabaya who now prefer to drink coffee in a cafe or coffee shop because it feels more relaxed also contrited ti the growth of coffee shop in Surabaya. o be able to survive in the cometition, every coffee shop needs to improve customer layalty. The purpose of this study was to evaluate and analyze the effect of Customer Loyalty via variable Customer Satisfaction, Trust, Switching Barrier, Service Quality and Intimacy Of "Starbucks" In Surabaya. Based on the purpose of the research, the expected benefits of the research is to increase knowledge in the field of management, in this case related to Customwr Loyalty, Customer Satisfaction, Trust, Switching Barrier, Service Quality and Intimacy that will ultimately shape the success of the company in the long term. The research is causal. The method use is quantitative method uses statistical data prossecing product and service solutions (SPSS) version 22.0. Collleting data in this study conducted by distributing questionnaires to the respondents in accordance with the characteristics of the sample that have been described. Questionnaires will be distributed as many as 127 respondents with characteristics that are starbucks customer aged 18-60 years and make purchaces in "Starbucks" more than once in the last 3 months and is domiciled in Surabaya. The result showed that the influence of service quality on customer satisfaction has a regression coefficient with a value of 0.477, then the influence of servce quality on trust with regression coefficient for 0329, the effect of intimacy on trust with regression coeffiecient for 0163, the effect of customer satisfaction on customer loyalty with value a regression coefficient of 0.291, the effect of trust on customer loyalty with with regression coefficient for 0174, and the final effect of switching barriers to customer loyalty with regression coefficient for 0264