Pengaruh Product Quality, Monetary Promotion terhadap Brand Loyalty dengan Satisfaction dan Brand Image sebagai Mediasi

Via Novianti, Tommy Setiawan Ruslim
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Abstract

Bisnis coffee shop di Indonesia sedang mengalami pertumbuhan yang pesat dengan diiringi tren konsumsi kopi yang saat ini telah berkembang menjadi gaya hidup masyarakat. Maka dari itu, coffee shop JJ dapat meningkatkan brand loyalty dengan menghadapi homogenitas gaya bisnis untuk mendapatkan beberapa informasi agar loyalitas tetap terjaga. Sampel penelitian ini adalah 100 responden yang merupakan pelanggan JJ di Jakarta. Metode purposive sampling dengan menyebarkan kuesioner secara online yang kemudian diolah dengan menggunakan Smart PLS-SEM. Hasil penelitian ini adalah product quality melalui satisfaction dapat mempengaruhi brand loyalty, selanjutnya monetary promotion melalui brand image dapat mempengaruhi brand loyalty. Product quality dan monetary promotion dapat mempengaruhi brand loyalty melalui satisfaction dan brand image sebagai variabel mediator.

 

The coffee shop business in Indonesia is experiencing very rapid growth accompanied by the trend of coffee consumption which has now developed into people's lifestyle.  Therefore, JJ coffee shop can increase brand loyalty by dealing with the homogeneity of business styles to get some information so that loyalty is maintained.  The sample of this research is 100 respondents who are JJ customers in Jakarta.  The purposive sampling method is by distributing online questionnaires which are then processed using smartPLS-SEM.  The results of this study are product quality through satisfaction can affect brand loyalty, then monetary promotion through brand image can affect brand loyalty.  Product quality and monetary promotion can affect brand loyalty through satisfaction and brand image as mediation for JJ customers.

Keywords

product quality; satisfaction; monetary promotion; brand image; brand loyalty

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