Pengaruh Relationship Marketing Dan Brand Equity Terhadap Customer Loyalty Pada Pelanggan Coffee Shop Studio148

Oktaviyani, Riska Dea Putri (2024) Pengaruh Relationship Marketing Dan Brand Equity Terhadap Customer Loyalty Pada Pelanggan Coffee Shop Studio148. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This study aims to determine the effect of relationship marketing and brand equity on customer loyalty at Coffee Shop Studio148. Method The research method used in this research is quantitative descriptive method, with the data used, namely primary and secondary data. The population in this study were Coffee Shop Studio148 customers. The data collection technique in this study was carried out by means of interviews, observations, and questionnaires via google form. The sample in this study were 210 respondents who were taken by purposive sampling method. The data analysis method used is partial least square (PLS) analysis using the SmartPLS program. The results of this study indicate that 52.1% of the variation in the dependent variable customer loyalty can be explained by the independent variables, namely relationship marketing and brand equity, the rest can be explained by factors outside the model. Relationship marketing and brand equity have a positive and significant effect on customer loyalty. This means that the better the relationship with customers and the brand equity provided by Coffee Shop Studio148, the higher the level of customer loyalty to Coffee Shop Studio148. This means that the better the relationship and the strength of the Coffee Shop Studio148 brand in the minds of customers, customers will remain loyal and return to visit.

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