Abstract
This research aims to determine the effect of marketing public relations and customer value on customer loyalty at Starbucks Coffee Batam City. The research variables are marketing public relation (X1), customer value (X2). The research approach uses quantitative approaches and uses descriptive statistical analysis with data processing using multiple linear regression tests with SPSS tools. The population and research sample amounted to 100 respondents. Data collection for this study uses questionnaires with a Likert Scale. The conclusion of the research are positive and significant on customer loyalty in Starbucks Coffee Batam City. Hence, maintaining customer loyalty so that customers are willing to return repeating purchases of the same product and make customers choose Starbucks Coffee products as the first choice.
Highlights
At the time of the globalization era in the sphere of marketing where the market must compete with medium, large and foreign companies to face a competition
The market will face many changes in science and technology precisely in the marketing sphere. It can be seen from the development of business competitors today with the rise of coffee shops or modern cafes
The café business starts with drinks with similar words, coffee. This idea begins with the historic step of the emergence of Starbucks, which makes people think that drinking coffee can look classy
Summary
At the time of the globalization era in the sphere of marketing where the market must compete with medium, large and foreign companies to face a competition. The market will face many changes in science and technology precisely in the marketing sphere. It can be seen from the development of business competitors today with the rise of coffee shops or modern cafes. The café business starts with drinks with similar words, coffee. This idea begins with the historic step of the emergence of Starbucks, which makes people think that drinking coffee can look classy. Likewise, when Starbucks is presented in Indonesia. This brilliant idea of a top-class coffee shop was later adapted by the community. Many cafes have been born which offer coffee with a modern atmosphere
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