Strategi Peningkatan Loyalitas Merek Pada Brand Starbucks ; Pengukuran Variabel Pengalaman, Kepuasan, dan Kepercayaan Merek

Wildan Irwanda, Anton Agus Setyawan

Abstract


Loyalitas merek merupakan faktor penting dalam mempertahankan keberlanjutan bisnis, khususnya pada industri kafe yang kompetitif seperti Starbucks Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek, kepuasan merek, dan kepercayaan merek terhadap loyalitas merek. Metode yang digunakan adalah pendekatan kuantitatif dengan survei daring menggunakan Google Forms terhadap 150 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan regresi linear berganda untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa pengalaman merek tidak berpengaruh signifikan terhadap loyalitas merek, sedangkan kepuasan merek dan kepercayaan merek berpengaruh positif dan signifikan, dengan kepercayaan merek sebagai variabel paling dominan. Secara simultan, ketiga variabel independen berpengaruh signifikan terhadap loyalitas merek dengan nilai koefisien determinasi sebesar 34,7%, yang menunjukkan bahwa model memiliki kemampuan penjelasan yang cukup. Temuan ini mengindikasikan bahwa loyalitas konsumen lebih dipengaruhi oleh kepuasan dan kepercayaan dibandingkan pengalaman merek.

Keywords


kepercayaan merek; kepuasan merek; loyalitas merek; pengalaman merek; regresi linear berganda.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.99161

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