Pandjaitan, Dorothy Rouly H. PENGARUH EKUISTAS MEREK TERHADAP KESETIAAN PELANGGAN STARBUCKS DI MEDIASI OLEH KEPERCAYAAN MEREK. In: FMI Makassar, 27-28 November 2021, Hotel Claro, Makassar. (Unpublished)

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Abstract

Abstracts In order to win the competition and preserve product quality, businesses must provide guaranteed product quality and the finest service possible, resulting in customer happiness and loyalty. One method that the firm can employ is to keep consumer trust by producing superior items of the highest quality in accordance with international standards, which will give the company a different worth in the eyes of customers. This research aims to know: (1) the influence of brand equity toward customer loyalty of Starbucks Coffee (2) the influence of brand equity toward brand trust of Starbucks Coffee, (3) the influence of brand equity toward customer loyalty at Starbucks Coffee mediating by brand trust. This research is survey research. The population in this study is the customer’s Starbucks in Bandar Lampung. To accomplish this goal, a questionnaire was developed and data was collected from 150 customer’s Starbucks. Theoretical and practical implications are discussed. Data collection techniques using questionnaires that have been tested for validity and reliability. Results reveal that Brand equity have significant influence towards customer loyalty and brand trust have mediating influence between brand equity and customer loyalty. Study results indicate that brand equity improves customer loyalty and brand trust. Findings also reveal that to build customer loyalty, coffee shop should increase brand trust and develop brand equity. Keywords: Brand Equity, Brand Trust, Customer Loyalty, Starbucks Coffee Shop

Item Type:	Conference or Workshop Item (Paper)
Subjects:	A General Works > AC Collections. Series. Collected works
Divisions:	Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User:	Dr DOROTHY ROULY PANDJAITAN
Date Deposited:	11 Nov 2021 04:55
Last Modified:	11 Nov 2021 04:55
URI:	http://repository.lppm.unila.ac.id/id/eprint/35964

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