Analisis Pengaruh Service quality, Price dan Brand Image terhadap Loyalitas Pelanggan pada Amati Coffee shop di kota Batam
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Dalam beberapa tahun terakhir, Jumlah coffee shop yang ada di Indonesia meningkat hampir tiga kali lipat dibandingkan pada tahun 2016. Sehingga hal ini mengakibatkan persaingan coffee shop yang sangat ketat. Dalam laporan ini kelompok penulis ingin meneliti tentang faktor-faktor yang mempengaruhi tentang loyalitas pelanggan diAmati coffee shop. Variabel yang digunakan dalam penelitian ini yakni Service Quality, Price, dan Brand Image sebagai variabel independen, dan Customer Loyalty sebagai variabel dependen. Penelitian ini menggunakan metode penyebaran kuesioner melalui google form sebanyak 360 responden. Peneliti menyebarkan kuesioner kepada masyarakat yang berdomisili di Kota Batam yang pernah mengunjungi dan membeli makanan atau minuman dari Amati coffee shop. Penelitian ini dianalisis menggunakan software SPSS Statistic versi 26. Hasil penelitian ini menunjukan bahwa Service Quality, Brand Image memiliki hubungan positif signifikan terhadap Customer Loyalty. Sedangkan Price tidak signifikan terhadap Customer Loyalty.
Kata Kunci: Price, Service quality, Brand image, Customer loyalty, Coffee shopTeks Lengkap:
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DOI: https://doi.org/10.37531/yum.v5i2.1742
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