Pengaruh brand awarenes, brand trust, dan perceived quality terhadap brand loyalty kopi tuku di Jakarta

Lim, Vilky Elysia (2024) Pengaruh brand awarenes, brand trust, dan perceived quality terhadap brand loyalty kopi tuku di Jakarta. Skripsi thesis, Universitas Tarumanagara.

Text Vilky Elysia Lim 115210377 JA.pdf Download (2MB)

Abstract

Abstract:
This study aims to analyze the effect of brand awareness, brand trust, and perceived quality on brand loyalty Kopi Tuku in Jakarta. The sample size of this study consisted of 145 individuals who had previously purchased products at Kopi Tuku in Jakarta. The purposive sampling method was used to distribute the questionnaire online, and data analysis was conducted using the PLS-SEM model through SmartPLS 4 software. The research results indicate that brand loyalty on Kopi Tuku is positively influenced by brand awareness, brand trust, and perceived quality. In addition, the results of this study suggest that Kopi Tuku should focus on innovation and consistency of its products and services, unique experiences, improve marketing strategies especially on social media to increase brand loyalty and maintain loyal customers.
Keywords: Brand Awareness, Brand Trust, Perceived Quality, Brand Loyalty, Kopi Tuku

Abstrak:
Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, kepercayaan merek, dan persepsi kualitas terhadap loyalitas merek Kopi Tuku di Jakarta. Ukuran sampel penelitian ini terdiri dari 145 individu yang sebelumnya pernah membeli produk di Kopi Tuku di Jakarta. Metode purposive sampling digunakan untuk menyebarkan kuesioner secara online, dan analisis data dilakukan dengan menggunakan model PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa loyalitas merek pada Kopi Tuku dipengaruhi secara positif oleh kesadaran merek, kepercayaan merek, dan persepsi kualitas. Selain itu, hasil penelitian ini menyarankan agar Kopi Tuku fokus pada inovasi dan konsistensi produk dan layanannya, pengalaman unik, meningkatkan strategi pemasaran terutama di media sosial sehingga dapat meningkatkan loyalitas merek serta mempertahankan pelanggan setia.
Kata kunci: Kesadaran Merek, Kepercayaan Merek, Persepsi Kualitas, Loyalitas Merek, Kopi Tuku

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	02 Jul 2025 02:52
Last Modified:	02 Jul 2025 02:52
URI:	https://repotest.untar.ac.id/id/eprint/47526

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