Pengaruh brand heritage terhadap brand trust dan brand loyalty serta dampaknya terhadap purchase intension bisnis kopi di Jakata

DETAIL KOLEKSI

Pengaruh brand heritage terhadap brand trust dan brand loyalty serta dampaknya terhadap purchase intension bisnis kopi di Jakata

Oleh : Satya Aji Wicaksono

Info Katalog

Nomor Panggil : 022001900016

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Kurniawati

Subyek : Brand loyalty;Marketing - Management

Kata Kunci : brand heritage, brand trust, brand loyalty, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2023_TA_SMJ_022001900016_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001900016_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001900016_Bab-1-Pendahuluan.pdf
4.	2023_TA_SMJ_022001900016_Bab-2-Tinjauan-Pustaka.pdf
5.	2023_TA_SMJ_022001900016_Bab-3-Metode-Penelitian.pdf
6.	2023_TA_SMJ_022001900016_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2023_TA_SMJ_022001900016_Bab-5-Simpulan.pdf
8.	2023_TA_SMJ_022001900016_Daftar-Pustaka.pdf
9.	2023_TA_SMJ_022001900016_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh Brand Heritage terhadap Brand Trust dan Brand Loyalty serta dampaknya terhadap Purchase Intension pada Bisnis Coffee Shop di Jakarta. Teknik pengumpulan data yang digunakan adalah sampel. Metode pengambilan sampel yang digunakan yaitu non-probability sampling dengan menggunakan teknik purposive sampling SPSS versi 25. Sebelumnya instrumen telah diuji dengan menggunakan uji validitas dan reliabilitas yang dimana seluruh item pernyataan valid dan reliabel. Hasil penelitian menunjukkan bahwa Brand Heritage berpengaruh positif terhadap Purchase Intension,Brand Heritage berpengaruh positif terhadap Brand Trust, Brand Heritage berpengaruh positf terhadap Brand Loyalty, Brand Trust berpengaruh Negatif terhadap Purchase Intension, Brand Loyalty berpengaruh positif terhadap Purchase Intension. Implikasi manajerial dalam penelitian, Pemilik Bisnis kopi harus menyediakan informasi yang jelas, tidak mengecewakan calon pelanggan ataupun pelanggan tetap, menyediakan tempat yang nyaman agar pelanggan rela berlama lama di kedai kopi, membuat pelanggan tidak beralih ke Brand kopi lain dengan terus berinovasi dengan menu yang pemilik kedai kopi miliki.Penelitian ini menggunakan kuesioner sebagai instrumen pengambilan data, yang di sebarkan secara online kepada 130 responden. Kemudian analisis data dilakukan dengan metode Structural Equation Modeling (SEM) dengan bantuan aplikasi SPSS dan software AMOS 20

T This research aims to analyze the influence of Brand Heritage on Brand Trust and Brand Loyalty as well as its impact on Purchase Intention in Coffee Shop Businesses in Jakarta. The data collection technique used was sampling. The sampling method used was non-probability sampling using the SPSS version 25 purposive sampling technique. Previously the instrument had been tested using validity and reliability tests where all statement items were valid and reliable. The research results show that Brand Heritage has a positive influence on Purchase Intention, Brand Heritage has a positive influence on Brand Trust, Brand Heritage has a positive influence on Brand Loyalty, Brand Trust has a negative influence on Purchase Intention, Brand Loyalty has a positive influence on Purchase Intention. Managerial implications in research, coffee business owners must provide clear information, not disappoint prospective or regular customers, provide a comfortable place so that customers are willing to linger in the coffee shop, prevent customers from switching to other coffee brands by continuing to innovate with the owner's menu. coffee shop has.This research used a questionnaire as a data collection instrument, which was distributed online to 130 respondents. Then data analysis was carried out using the Structural Equation Modeling (SEM) method with the help of the SPSS application and AMOS 20 software.