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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