Pengaruh Brand Image dan Kualitas Layanan Terhadap Loyalitas Pelanggan Starbucks Tunjungan Plaza Surabaya

Abstract

Surabaya's coffee shop business is growing rapidly, competition is intensifying, and it is difficult for consumers to choose a coffee shop destination. Consumers have also become confident in responding to  complaints, criticisms and suggestions regarding products and services received by coffee shops. Businessmen need to pay attention to brand image and Quality Service so they can  compete with other cafes. The purpose of this research is to resolve impact of Brand Image and Quality of Service  on Customer Loyalty Starbucks Tunjungan Plaza Surabaya. The research type is Quantitative consists sample of Starbucks that customers purchased at Tunjungan Plaza Surabaya and  100 respondents who distributed the survey via Google Forms. Survey analysis using multiple linear regression analysis, validation, t test, reliability test, coefficient determination and F test,. The conclution is show that there is a positive impact in Brand Image and Purchaser Loyalty. There is a huge impact between Quality Service and Purchaser Loyalty. Also at Starbucks Tunjungan Plaza Surabaya, Brand Image and Quality Service also have a impact on Purchaser Loyalty. Therefore, Starbucks needs to maintain and improve its brand image and the Quality Service  consecutively bring loyal customers.