Pengaruh Kualitas Pelayanan, Nilai Persepsi, Citra Merek, Kewajaran Harga dan Kepercayaan Terhadap Loyalitas Merek Pada Minuman Boba Di Kota Batam
DOI:
https://doi.org/10.37385/msej.v4i2.1444Keywords:
Bubble Tea, Brand Loyalty, Service Quality, Customer satisfactionAbstract
Minuman boba merupakan minuman yang berasal dari Taiwan yang merupakan minuman manis yang banyak diminati oleh masyarakat, dari anak-anak hingga orang dewasa. Karena minuman boba ini sangat populer dan laris, minuman boba muncul dengan berbagai merek baru dan waralaba dari merek asing. Dengan banyaknya pesaing yang menjual produk sejenis, sebuah bisnis perlu memiliki keunggulannya masing-masing. Oleh karena itu, perlu dilakukan penelitian untuk mengetahui hal-hal apa saja yang akan mempengaruhi konsumen dalam memilih suatu merek. Dengan hal tersebut peneliti melakukan penelitian mengenai “Pengaruh Kualitas Pelayanan, Perceived Value, Brand Image, Price Fairness dan Trust Terhadap Loyalitas Merek Pada Minuman Boba Di Kota Batam”. Dengan dilakukannya penelitian ini dapat membantu perusahaan yang bergerak di bidang minuman boba untuk mengetahui apa saja yang mempengaruhi konsumen dalam memilih suatu merek. Populasi yang digunakan dalam penelitian ini adalah masyarakat yang berdomisili di kota Batam yang pernah mengkonsumsi minuman boba. Peneliti menggunakan google form untuk mendapatkan responden dengan cara menyebarkan kuesioner berupa link pada akun media sosial dan jumlah sampel yang digunakan dalam penelitian ini sebanyak 350 responden. Metode yang digunakan dalam penelitian ini adalah teknik metode analisis data dan teknik PLS untuk mengelola data.
Kata Kunci : Bubble Tea, Brand Loyalty, Service Quality, Customer satisfaction
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