| dc.contributor.advisor | HANDAYANI, SITI DYAH | |
| dc.contributor.author | PUTRA, BONDAN FINDYASMARA PERMANA | |
| dc.date.accessioned | 2019-07-02T03:00:18Z | |
| dc.date.available | 2019-07-02T03:00:18Z | |
| dc.date.issued | 2019-05-10 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/27642 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis pegaruh kualitas fisik, perilaku
karyawan, keselarasan diri, identifikasi merek dan keselarasan gaya hidup
terhadap kepuasan pelanggan dan loyalitas merek pada pelanggan Starbucks di
Yogyakarta. Peneitian ini mengambil sampel 160 orang mahasiswa Universitas
Muhammadiyah Yogyakarta dengan teknik purposive sampling yaitu pelanggan
Starbucks dari kalangan mahasiswa. Pengumpulan data dilakukan dengan
penyebaran kuesioner. Analisis data dilakukan secara deskriptif dan dengan
analisis Struktural Equation Modeling (SEM).
Hasil penelitian menyebutkan bahwa: 1) Kualitas fisik berpengaruh positif
dan signifikan terhadap kepuasan pelanggan; 2) Perilaku karyawan berpenga-ruh
positif dan signifikan terhadap kepuasan pelanggan; 3) Keselarasan diri
berpengaruh positif dan signifikan terhadap kepuasan pelanggan; 4) Identifikasi
merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan; 5)
Keselarasan gaya hidup berpengaruh positif dan signifikan terhadap kepuasan
pelanggan; 6) Kepuasan pelanggan berpengaruh positif dan signifikan terhadap
loyalitas merek. | en_US |
| dc.description.abstract | This study aimed to analyze the influence of physical quality, employee
behavior, self-congruence, brand identification and lifestyle-congruence to
customer satisfaction and brand loyalty on the customer Starbucks in Yogyakarta.
This research take a sample of 160 students from Muhammadiyah University of
Yogyakarta with purposive sampling technique is Starbucks customers from the
students. Data was collected by questionnaires. Data analysis was performed by
descriptive and analytical Structural Equation Modeling (SEM).
The result the study that: 1) The physical quality have a positive and
significant impact on the customer satisfaction; 2) Employee behavior have a
positive and significant impact on the customer satisfaction; 3) Ideal selfcongruence
have a positive and significant impact on the customer satisfaction; 4)
Brand identification have a positive and significant impact on the customer
satisfaction; 5) Lifestyle congruence have apositive and significant impact on the
customer satisfaction; 6) Customer satisfaction have a positive and significant
impact on brand loyalty. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | physical quality, employee behavior, ideal self-congruence, brand identification, lifestyle congruence, customer satisfaction, brand loyalty. | en_US |
| dc.title | PENGARUH EKUITAS MEREK BERBASIS KONSUMEN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS MEREK DI KEDAI KOPI STARBUCKS | en_US |
| dc.type | Thesis
SKR
FE
497 | en_US |
