Aliman, Marsella Giovani and Krisnawati, Nila (2019) The Impact of Innovation and Brand Awareness to Increase Customer Loyalty, Case Study: Caturra Espresso in Surabaya. Bachelor thesis, Swiss German University.

Preview	Text Marsella Aliman 11503044 TOC.pdf Download (1MB) | Preview
	Text Marsella Aliman 11503044 1.pdf Restricted to Registered users only Download (1MB)
	Text Marsella Aliman 11503044 2.pdf Restricted to Registered users only Download (245kB)
	Text Marsella Aliman 11503044 3.pdf Restricted to Registered users only Download (339kB)
	Text Marsella Aliman 11503044 4.pdf Restricted to Registered users only Download (476kB)
	Text Marsella Aliman 11503044 5.pdf Restricted to Registered users only Download (661kB)
Preview	Text Marsella Aliman 11503044 Ref.pdf Download (465kB) | Preview

Abstract

Nowadays, the industry of café is starting to grow especially in Surabaya area. Since 2015, there are more than a hundred of coffee shop that opened in Surabaya and they keep increasing until these days. Hence, the competition level in coffee shop industry is in the high-level and millennial generations nowadays are more looking the restaurants with new concept of innovation. Some of the previous studies believe that innovation has an important role for gaining the loyalty of the customers. Not only through innovation, brand awareness also plays an important part for affecting the customer to become loyal. Caturra Espresso is used as the unit analysis in this research since the number of their visitors and revenue is decreasing from 2015 until now. A questionnaire was distributed to the 160 respondents who are the loyal customer of Caturra Espresso. Classical assumption test and multiple regression analysis were conducted in this research to analyze the data using SPSS program. This research found that innovation and brand awareness has an impact by 65.9% to increase the customer loyalty in Caturra Espresso while the other 34.1% are influenced by the other factors that not observed in this study. Futhermore, this reseach can be used for the management of Caturra Espresso to increase or maintain the number of their loyal customer and also help them to increase their revenue. While for futher studies, can also use this result for further research of the other variables that are not been observed in this research.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Awareness ; Café ; Caturra Espresso ; Coffee Shop ; Customer Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	19 May 2020 03:43
Last Modified:	24 Jul 2020 03:17
URI:	http://repository.sgu.ac.id/id/eprint/476

Actions (login required)

View Item