Pengaruh Citra Merek dan Promosi Terhadap Loyalitas Pelanggan CoffeeLabs

Mulyati, Sri (2023) Pengaruh Citra Merek dan Promosi Terhadap Loyalitas Pelanggan CoffeeLabs. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

ABSTRACT This study aims to determine the effect of brand image and promotion on customer loyalty at CoffeeLabs stores. The research method used in this study is a quantitative descriptive method, with the data used are primary and secondary data. The population in this study is CoffeeLabs shop customers. Data collection techniques in this study were carried out by means of interviews, observations, and questionnaires through the Google form. T he sample in this study were 120 respondents who were taken by purposive sampling method. The data analysis method used is partial least squares (PLS) analysis using the SmartPLS program. The results of this study indicate that 73.4% of the variation in the dependent variable of customer loyalty can be explained by the independent variables namely brand image and promotion, and the rest can be explained by factors outside the model. Brand image and promotion have a positive and significant effect on customer loyalty. This means that the better the brand image and promotions provided by the CoffeeLabs shop, the higher the level of customer loyalty at the CoffeeLabs shop. Promotion has a positive and significant effect on brand image. This means that the more attractive the promotion provided by the CoffeeLabs shop, the more the brand image of the CoffeeLabs shop will increase. Promotion has a positive and significant effect on customer loyalty with brand image as a mediating variable, meaning that brand image mediates and strengthens the effect of promotion on customer loyalty at CoffeeLabs shops. Keywords: Promotion, Brand Image, Customer Loyalty

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