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PENGARUH BRAND IMAGE, BRAND EXPERIENCE DAN BRAND TRUST
TERHADAP BRAND LOYALTY DI BUKIT DELIGHT CAFE KOTA MALANG
(Studi pada Konsumen Bukit Delight Café di Kota Malang)
SKRIPSI
Untuk Memenuhi Salah Satu Persyaratan Mencapai
Derajat Sarjana Manajemen
Oleh:
Jeane Ferdinandus
201310160311422
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH MALANG
2020
PENGARUH BRAND IMAGE, BRAND EXPERIENCE DAN BRAND TRUST
TERHADAP BRAND LOYALTY DI BUKIT DELIGHT CAFE KOTA MALANG
(Studi pada Konsumen Bukit Delight Café di Kota Malang)
SKRIPSI
Untuk Memenuhi Salah Satu Persyaratan Mencapai
Derajat Sarjana Ekonomi
Disusun Oleh :
Jeane Ferdinandus
(201310160311422)
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH MALANG
2020
KATA PENGANTAR
Bismillahirrohmanirrohim
Puji syukur yang sangat dalam saya ucapkan ke hadirat Tuhan Yang Maha Esa, atas
kasih dan sayangnya, taufiq serta hidayah-Nya sehingga skripsi yang berjudul “Pengaruh
Brand Image, Brand Experience dan Brand Trust terhadap Brand Loyalty di Bukit Delight
Cafe Kota Malang (Studi Pada Pelanggan Bukit Delight Cafe Kota Malang)” ini dapat
tersesaikan pada waktu yang telah direncanakan.
Shalawat serta salam semoga tetap tercurahkan kepada junjungan kita Nabi
Muhamad SAW, Rasul akhir zaman, penutup para Nabi yang membawa kesempurnaan
ajaran tauhid dan keutamaan budi pekerti. Semoga limpahan doa senantiasa mengiringi
segenap keluarga, para sahabat, para ulama,dan seluruh umat beluiau yang dengan tulus dan
ikhlas mencintai dan menjunjung tinggi sunnahnya.
Selama proses penyusunan skripsi ini, banyak pihak yang telah memberikan bantuan
dan dukungan kepada saya. Sebagai ungkapan syukur dalam kesempatan ini penulis ingin
mengucapkan terimakasih kepada :
1. Dr. Fauzan, M. Pd selaku rektor Universitas Muhammadiyah Malang
2. Dr. Idah Zuhroh, M.M. selaku Dekan Fakultas Ekonomi dan Bisnis Universitas
Muhammadiyah Malang
3. Dr. Marsudi, M.M. selaku Ketua Program Studi Manajemen Universitas
Muhammadiyah Malang.
4. Dr. Marsudi, M.M. selaku Dosen Pembimbing I yang telah meluangkan waktu untuk
mengoreksi, memberikan arahan, mtivasi, dan bimbingan dalam penyusunan skripsi
ini.
5. Dra. Sri Nastiti Andharini, M.M. selaku Dosen Pembiming II telah meluangkan
waktunya untuk mengoreksi serta arahan dari awal hingga petunjuk yang bermanfaat
bagi penyusunan skripsi ini.
6. Fika F., S.E., M.M. selaku dosen wali yang telah membimbing dan memberikan
masukan kepada penulis selama masa studi.
7. Bapak dan ibu dosen Program Studi Manajemen, Fakultas Ekonomi dan Bisnis,
Universitas Muhammadiyah Malang yang selama ini telah memberikan bekal ilmu
pengetahuan.
8. Orang tua saya Leopold Ferdinandus dan Ibu Suprobosari, Rony Ferdinandus S.t dan
Pebrinta Surya hidayani S.os selaku adik kandung dan adik ipar tersayang. Randhika
Aileen anak saya tersayang yang selalu menyemangati saya dan Bagaskoro
Triprakoso yang selalu memberikan dukungan serta keluarga besar yang selalu
memberikan dukungan baik secara moral maupun materi serta doanya yang tulus
sehingga saya dapat menyelesaikan skripsi ini.
9. Teman-teman di kelas Manajemen-H terima kasih atas dukungan dan semangat yang
diberikan selama ini.
10. Sahabat-sahabat saya tercinta Aulia Tyara Utami, Fanana Firdausi dan Rinas
Khirlambang. Teman grup kopi Deny, Naya, Ardi, Hendi, Wahyu yang selalu
semangat untuk saling membantu revisi.
11. Seluruh pihak yang tidak saya sebutkan satu persatu yang dengan tulus memberikan
bantuan atau dukungan untuk terselesaikannya skripsi ini.
Kepada mereka semua hanya ungkapan terimakasih dan doa tulus yang dapat peneliti
persembahkan, semoga segala yang telah mereka berikan kepada peneliti bisa menjadikan
sebuah ibadah yang ternilai.
Peneliti menyadari bahwa tidak ada yang sempurna di dunia ini karena
kesempurnaan itu hanya milik Allah SWT dan penulisan skripsi ini masih jauh dari kata
sempurna. Dengan segala keterbatasan dan kekurangannya, peneliti mengharapkan kritik
serta saran yang membangun guna penyempurnaan skripsi inidan karya-karya selanjutnya.
Demikian penulisan skripsi ini semoga bermanfaat bagi siapapunyang membutuhkan.
Walaikumsalam warahmatullohiwabarokatu
Malang, 20 Juli 2020
Penulis
Jeane Ferdinandus
DAFTAR ISI
LEMBAR PERSETUJUAN
PERNYATAAN ORISINALITAS .......................................................... ………………..ii
ABSTRAK. ............................................................................................. ……………… .iii
ABSTRACT. ........................................................................................... ………………..iv
KATA PENGANTAR. ............................................................................ …………………v
DAFTAR ISI. .......................................................................................... ………………viii
DAFTAR TABEL. .................................................................................. ………………...x
DAFTAR GAMBAR .............................................................................. ………………..xii
DAFTAR LAMPIRAN .................................................................................................... xiii
BAB I PENDAHULUAN
A. Latar Belakang Masalah .......................................................................................... 1
B. Perumusan Masalah ................................................................................................. 7
C. Tujuan Penelitian ..................................................................................................... 7
D. Manfaat Penelitian ................................................................................................... 8
BAB II KAJIAN PUSTAKA
A. Landasan Teori ........................................................................................................ 9
B. Penelitian Terdahulu .............................................................................................. 21
C. Kerangka Pikir ....................................................................................................... 24
D. Hipotesis…………………………………………………………….....................25
BAB III METODE PENELITIAN
A. Lokasi Penelitian ................................................................................................... 29
B. Jenis Penelitian ...................................................................................................... 29
C. Populasi dan Sampel ............................................................................................. 30
D. Definisi Operasional dan Jabaran Variabel ........................................................... 31
E. Sumber Data .......................................................................................................... 36
F. Teknik Pengumpulan Data .................................................................................... 36
G. Penskalaan Data .................................................................................................... 36
H. Uji Instrumen ......................................................................................................... 37
I. Teknik Analisis Data ............................................................................................. 39
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
A. Karakteristik Responden ....................................................................................... 44
B. Distribusi Jawaban Responden .............................................................................. 46
C. Hasil Uji Instrumen Penelitian .............................................................................. 53
D. Hasil Analisis Data ................................................................................................ 55
E. Pembahasan Hasil Penelitian……………………………………………………68
BAB V PENUTUP
A. KESIMPULAN ..................................................................................................... 72
B. SARAN ................................................................................................................. 72
DAFTAR PUSTAKA
LAMPIRAN
DAFTAR TABEL
Tabel 1.1 Proyeksi Penduduk menurut Kelompok Umur dan Jenis Kelamin di Kota Malang………… 2
Tabel 2.1 Tinjauan Penelitian Terdahulu ................................................. …………………………………..... 25
Tabel 4.1 Distribusi Responden Berdasarkan Jenis Kelamin ................... …………………………………..... 46
Tabel 4.2 Distribusi Responden Berdasarkan Usia .................................. …………………………………..... 47
Tabel 4.3 Distribusi Responden Berdasarkan Pekerjaan ......................... …………………………………….. 48
Tabel 4.4 Kriteria Rentang Jawaban Responden ........................................ …………………………………… 49
Tabel 4.5 Distribusi Jawaban Responden Variable Brand Image ................ …………………………………… 49
Tabel 4.6 Distribusi Jawaban Responden Variable Brand Experience…………………………………….…. 51
Tabel 4.7 Distribusi Jawaban Responden Variable Brand Trust…………………………………………...… 53
Tabel 4.8 Distribusi Jawaban Brand Loyalty di Bukit elight Malang……………………………………...… 54
Tabel 4.9 Hasil Uji Validitas .................................................................... ………………………………….… 55
Tabel 4.10 Hasil Uji Reabilitas ................................................................. ………………………………….... 57
Tabel 4.11 Hasil Uji Normalitas Data ........................................................ ...................................................... 58
Tabel 4.12 Hasil Uji Multikolinieritas ....................................................... …………………………………....60
Tabel 4.13 Cooficient ................................................................................. …………………………………....62
Tabel 4.14 Hasil Pengujian Hipotesis I ..................................................... …………………………………….65
Tabel 4.15 Hasil Pengujian Hipotesis II ..................................................... ……………………………………66
Tabel 4.16 Hasil Pengujian Hipotesis III ................................................... …………………………………...66
Tabel 4.17 Hasil Uji F ................................................................................ ……………………………………67
Tabel 4.18 Standardized Coeficient Beta ................................................... …………………………………...68
DAFTAR GAMBAR
Gambar 2.1 Kerangka Pikir ................................................................................... 26
Gambar 4.1 Grafik Histogram Berdistribusi Normal ............................................. 59
DAFTAR LAMPIRAN
Lampiran 1. Kuesioner Penelitian (Kuesioner)
Lampiran 2. Hasil Uji Validitas dan Reliabilitas
Lampiran 3. Regresi
Lampiran 4. Distribusi Jawaban Responden
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