PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI INTERVENING: STUDI PADA STARBUCKS COFFEE SHOP JAKARTA PUSAT

Muhammad Fadhilah Yasin, 2019; INFLUENCE BRAND IMAGE AND SERVICE QUALITY TOWARD CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING: STUDY ON STARBUCKS COFFEE SHOP CENTRAL JAKARTA Thesis, Jakarta: Bachelor's degree Management Study Program, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Dra. Basrah Saidani, M.Si & Shandy Aditya BIB, MPBS. The purpose of this research are: 1) To determine whether Brand Image affect significantly to customer satisfaction of Starbucks Metropole. 2) To determine whether brand image affect significantly to customer loyalty of Starbucks Metropole. 3) To determine whether service quality affect significantly to customer satisfaction of Starbucks Metropole. 4) To determine whether service quality affect significantly to customer loyalty of Starbucks Metropole. 5) To determine whether customer satisfaction affect significantly to customer loyalty of Starbucks Metropole. 6) To determine whether brand image affect customer loyalty through customer satisfaction as intervening variable at Starbucks Metropole. 7) To determine whether service quality affect customer loyalty through customer satisfaction as intervening variable at Starbucks Metropole. in order to collecting data, this study using survey with questionnaire as it’s instrument. Subject of this study is 220 respondents who have regular customers of Starbucks Metropole. To analyze and process the data, this study use Structural Equation Modelling (SEM) technique with software AMOS SEM v22 and SPSS Version 25 The sampling technique used in this research is purposive sampling. The results of the study found that: 1) brand image had an effect on customer satisfaction. 2) brand image had an effect on customer loyalty. 3) service quality had an effect on customer satisfaction. 4) service quality had an effect on customer loyalty. 5) customer satisfaction had an effect on customer loyalty. 6) customer satisfaction is a mediation between brand image and customer loyalty. 7) customer satisfaction is mediation between service quality and customer loyalty. Keywords : Brand Image, Service Quality, Customer Satisfaction, Customer Loyalty, Starbucks, Metropol