THE EFFECT OF CUSTOMER SATISFACTION AND CUSTOMER TRUST TOWARDS CUSTOMER LOYALTY: A STUDY ON STARBUCKS CARD USERS

• Main Author: Maharani, Sabina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77659
• Institution: Institut Teknologi Bandung

The Starbucks card is a component of a plan to raise customer lifetime value (LTV), which is the anticipated revenue generated by customers over the course of their lifetimes at a specific brand or business. The purpose of this study is to ascertain the true level of customer pleasure and trust when using the Starbucks card and how that affects the probability that customers would remain loyal to the company. Therefore, explanatory research, whose goal is to explain the connections, interactions, differences, and influences of a certain variable with other variables, is the form of research that the researcher thinks is appropriate. The method adopted for this study is a quantitative method. Customer Trust (X2) and Customer Satisfaction (X1) represent the study's independent variables. Customer Loyalty (Y) is the study's dependent variable. Multiple linear regression analysis proved the appropriate data analysis technique used in this study. Based on the discussion and data analysis that have been conducted, it is known that consumer loyalty to continue using Starbucks card services or features is significantly and favorably influenced by consumer satisfaction and customer trust in using the Starbucks card. This is demonstrated by the positive t-count values of 6.470 and 6.324, which are higher than the stipulated t-table of 1.980626. Additionally, the obtained significance of t is 0.000 and 0.000, both less than 0.05.