ANALISIS PENGARUH REWARD ATTRACTIVENESS, KNOWLEDGE BENEFIT, REQUIRED EFFORT TERHADAP EXPERIENTIAL BENEFIT DAN PROGRAM LOYALTY DALAM UPAYA MENINGKATKAN BRAND LOYALTY PELANGGAN STARBUCKS DI SURABAYA

Abstract

These days, an industry that grows rapidly in Indonesia is food and drink industry, one of them is Coffee Shop. Even in Surabaya, this industry is growing rapidly. The high rate of growth of a Coffee Shop in Surabaya is inseparable from the increase of income from people in Surabaya, and also the changes of lifestyle. In order to survive in this competition, every Coffee Shop needs to increase Brand Loyalty. The goal of this research is to analyze the influence of variable Reward Attractiveness, Knowledge Benefit, Required Effort towards Experiential Benefit and Program Loyalty in order to increase Brand Loyalty of the customers of Coffee Shop “Starbucks” in Surabaya. The samples used in this research are men and women that are lives in the area of Surabaya who buy and consume the product of “Starbucks” in “Starbucks” outlet more than twice in the last 3 months, had a Starbucks card more than 6 months, had used Starbucks card to exchange gifts, collecting Starbucks points, know the other Coffee shop, aged 18-60 years old, a number of 150 respondents. For processing and analyzing the data in this research is by using SPSS as the software to processing the data. The result of the analysis shows that Statistical Product and Service Solution (SPSS) with a software 22.0 as a software to processing the data. The result from this research shows that Program Loyalty towards Brand Loyalty has the highest regression coeficient with a value of 0.450, the relation of Experiental Benefit and Program Loyalty has the second highest regression coeficient with a value of 0.414, the relation of Reward Attractiveness and Experiental Benefit has the third highest regression coeficient with a value of 0.317, the relation of Knowledge Benefit and Experiental Benefit has the fourth highest regression coeficient with a value of 0.239, the relation of Required Effort and Experiental Benefit has the lowest regression coeficient with a value of 0.052.