%0 Thesis
%9 Masters
%A 	Nurul , Kholifah	
%B EKONOMI DAN BISNIS
%D 2024
%F eprints:83313
%I UNIVERSITAS LAMPUNG 
%T PENGARUH RELATIONSHIP MARKETING DAN BRAND IMAGE  TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER  SATISFACTION SEBAGAI VARIABEL MEDIASI  (STUDI PADA STARBUCKS COFFEE INDONESIA)
%U http://digilib.unila.ac.id/83313/
%X Persaingan bisnis coffee shop yang sangat ketat menjadiikan kualitas layanan dan  orientasi pelanggan memiliki peran penting untuk memberi kepuasaan pelanggan  dan membangun loyalitas pelanggan. Starbucks adalah salah satu brand coffee shop  terbesar di Indonesia yang sangat memperhatikan marketing strategy dan lebih  mengarah kepada hubungan pelanggan, yaitu relationship marketing (RM). Brand  image dan brand loyalty juga memainkan peran penting dalam membedakan  perusahaan dan merupakan alat pemasaran yang kuat dan dengan dimediasi oleh  customer satisfaction. Sampel dalam penelitian ini 210 yang diambil secara  purposive sampling. Data yang diperoleh dianalisis menggunakan analisis model  persamaan struktural (SEM) dengan bantuan aplikasi Amos 24. Hasil penelitian  relationship marketing berpengaruh positif signifikan terhadap customer loyalty  dan customer satisfaction. Brand image berpengaruh positif tidak signifikan  terhadap customer loyalty, namun memiliki pengaruh positif signifikan terhadap  customer satisfaction. Customer satisfaction berpengaruh positif signifikan  terhadap customer loyalty. Satisfaction memediasi pengaruh Relationship  marketing dan Brand image terhadap customer loyalty.  Kata Kunci: Relationship Marketing, Brand Customer Loyalty, Customer    Satisfaction.  The very competition in the coffee shop business means that service quality and  customer orientation play an important role in providing customer satisfaction and  building customer loyalty. Starbucks is one of the largest coffee shop brands in  Indonesua which really pays attention to marketing strategy and focuses more on  customer relationship, namely relationship marketing (RM). Brand image and  brand loyalty also play in importan role in differentiating a company and are  powerful marketing tools mediated by customer satisfaction. The sample in this  study was 210 taken by purposive sampling. The data obtained was analyzed using  structural equation modeling (SEM) analysis with help of the Amos 24 application.  The result of relationship marketing research have a significant positive effect on  customer loyalty and customer satisfaction. Brand Image has an insignificant  positive effect on customer loyalty, but has a significant positive effect on customer  loyalty. Satisfaction mediates the influence of relationship marketing and brand  image on customer loyalty.  Keywords: Relationship Marketing, Brand, Customer Loyalty, Customer    Satisfaction .