Analysis of Product Quality and Brand Image on Customer Loyalty Through Customer Satisfaction at Starbucks Coffee Margo City Depok

Abstract

Purpose: Drinking coffee is now becoming trendy like the younger generation or generation Z, unlike the previous year, young people are prohibited from drinking coffee, only the elderly are used to drinking coffee This study's objective is to ascertain the reasons why Starbucks coffee shops are full every day because of customer loyalty so that some say one-week average visit up to 8 or 11 times whether product quality is an influence or brand image of star buck brand becomes the influence of advanced young people so that customers become satisfied and always visit Which makes Starbucks outlets full of visitors. The methodology of he approached used is Analytical Regression Moderation (MRA) Customer Satisfaction, Brand Image, and Product Quality are affected by 0.760 > 0.10. Product Quality is situated in the rejection area with the results of research t-value calculate > t table 5,965 and the ability to increase or moderate customer loyalty with the results of research. Calculate (5.965) > table (1.976) customer loyalty: 566 While brand reputation and product quality have an impact on customer happiness, Therefore, it has been shown that customer satisfaction may affect a customer's level of loyalty.

Keywords

• Product Quality
• Customer Satisfaction
• Brand Image
• Customer Loyalty