PENGARUH TRUST IN BRAND TERHADAP LOYALITAS PELANGGAN PADA STARBUCKS COFFEE KAMBANG IWAK PALEMBANG

NOVRIANANTO, MIRZA DWI and Ghasarma, Reza and Nailis, Welly (2021) PENGARUH TRUST IN BRAND TERHADAP LOYALITAS PELANGGAN PADA STARBUCKS COFFEE KAMBANG IWAK PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine how the influence of the trust in brand dimension on customer loyalty at Starbucks Coffee Kambang Iwak Palembang. The sampling method used in this study uses a non-probability method with a sample of 100 respondents from the people of Palembang city. The data collection technique in this study used a research instrument in the form of a questionnaire. The research data was processed with SPSS version 26.0. The results obtained in this study indicate that the dimensions of trust in brand simultaneously have a significant influence on customer loyalty at Starbucks Coffee Kambang Iwak Palembang. The dimension of brand characteristic partially has no significant effect on customer loyalty at Starbucks Coffee Kambang Iwak Palembang. While the dimensions of company characteristic and consumer-brand characteristic partially have a significant influence on customer loyalty at Starbucks Coffee Kambang Iwak Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Trust In Brand, Loyalitas Pelanggan
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mirza Dwi Novriananto
Date Deposited:	30 Nov 2021 07:58
Last Modified:	30 Nov 2021 07:58
URI:	http://repository.unsri.ac.id/id/eprint/58206

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