Hidayat, Mario and Sinaga, Junaidi (2018) Analyzing The Impact Of Marketing Mix, Brand Image And Service Quality Towards Customer Loyalty With The Mediator Of Customer Satisfaction : A Case Of Starbucks Customers In South Tangerang. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this research is to analyze the impact of marketing mix that consist of 4Ps, brand image and service quality towards customer loyalty of Starbucks customers with the mediator of customer satisfaction. And to identify those factors as well as to know how significant those factors impact on customer loyalty through the mediator of customer satisfaction. Finally this thesis determines the recommendation and strategy for Starbucks to compete at this highly competition in coffeehouses industry with maintain and maximize the factors in order to build strong customer loyalty of Starbucks customers. This study is descriptive study that using quantitative approach, primary quantitative data collected through questionnaires of 130 respondents, while the secondary data is collected from various textbooks, journals, articles, news and the previous literatures. The quantitative data was analyzed using SPSS software and path diagram with SmartPLS3 as a tool. The result of structural analysis shows that variable product, promotion, place, brand image, service quality has a significant impact towards customer satisfaction while variable price has no significant impact towards customer satisfaction as well as variable customer satisfaction has a significant impact towards customer loyalty in case of Starbucks.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Coffeehouse; Starbucks Indonesia; Marketing Mix; 4 P’s; Brand Image
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415.5 Customer relations--Management H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX946.5 Food service
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 14:31
Last Modified:	16 Jul 2020 13:23
URI:	http://repository.sgu.ac.id/id/eprint/586

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