| dc.description.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. | en_US |
