PENGARUH VALUE PERCEPTION TERHADAP CONSUMER LOYALTY MELALUI COMMUNITY IDENTIFICATION DI STARBUCKS SURABAYA

Stefanus Theopilus

Abstract


Penilitian ini dilakukan untuk melihat pergeseran perilaku pelanggan Starbucks di Surabaya yang mulai bergeser karena Starbucks memiliki nilai hedonis yang tidak terlalu tinggi terbukti pada analisa deskriptif yang dapat menimbulkan perilaku tidak loyal. Sampel penelitian yang digunakan adalah 100 orang responden pelanggan Starbucks Surabaya yang memiliki Starbucks Card, dan telah berkunjung sebanyak minimal tiga kali dalam tiga bulan terakhir. Dengan teknik pengambilan sampel non probability sampling dengan jenis purposive sampling. Penelitian ini menggunakan teknik analisa SEM-PLS memberikan hasil yang signifikan kepada masing – masing variabel yang digunakan. Dengan melihat pengaruh signifikan antara variabel value perception terhadap loyalitas konsumen melalui community identification, dan hasil yang tidak signifikan antara pengaruh  variabel value perception dengan loyalitas konsumen

Keywords


Value Perception, Community Identification, Consumer Loyalty

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References


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