PENGARUH BRAND DAWARENESS TERHADAP CUSTOMER LOYALTY MELALUI BRAND IMAGE DAN PERCEIVED QUALITY SEBAGAI VARIABEL INTERVENING PADA FORE COFFEE SHOP

Bryan Adrian Wijaya(1*),


(1) 
(*) Corresponding Author

Abstract


Perkembangan bisnis di Indonesia terus berkembang walaupun dengan adanya situasi pandemi COVID-19. Salah satu perkembangan bisnis yang terus meningkat adalah bisnis kedai kopi yang semakin banyak dibuka. Bukanya banyak bisnis kopi di Indonesia dikarenakan Indonesia menjadi salah satu produsen kopi terbesar di dunia. Dengan adanya kesempatan inilah yang membuat peluang bisnis kopi di Indonesia semakin mudah. Dalam membuat bisnis kopi tantangan yang dihadapi adalah membangun diferensiasi yang unik agar merek yang dipasarkan dapat dikenal masyarakat dan juga membuat pelanggan dapat loyal dengan merek tersebut. Penelitian ini menggunakan variabel brand awareness untuk mengetahui pengaruh terhadap customer loyalty melalui brand image dan perceived quality.

Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness terhadap customer loyalty dengan brand image dan perceived quality sebagai variabel intervening pada Fore Coffee di Surabaya.


Keywords


brand awareness, customer loyalty, brand image, perceived quality

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