Hubungan antara Word of Mouth dan Brand Image dengan Loyalitas Pelanggan Kopi Cakka

Febriani, Maria Angellica (2025) Hubungan antara Word of Mouth dan Brand Image dengan Loyalitas Pelanggan Kopi Cakka. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The phenomenon of beverage vendors with the starling concept shows the opportunity for a coffee business that is close to consumers through flexible sales without fixed outlets. Kopi Cakka is a mobile coffee shop in Palembang City that utilizes direct interaction, ease of reaching consumers, and the freedom to choose strategic locations to attract customers. This study aims to analyze the relationship between word of mouth and brand image on customer loyalty at Kopi Cakka. The method used is quantitative with 100 respondents. Data collection tools used a word of mouth scale, a brand image scale, and a customer loyalty scale. Data were analyzed using product moment and multiple linear regression to determine the relationship between variables. The results of the product moment test show that word of mouth and brand image with customer loyalty have a relationship with a sig. 0.002 < 0.05 and F count > F table (6.488 > 3.09). The multiple linear regression test shows a negative relationship between word of mouth and customer loyalty with a significant value of 0.001 and a Pearson correlation of 0.327, while brand image and loyalty have no relationship (sig. 0.939). In conclusion, marketing strategies need to balance promotional intensity with packaging innovation and loyalty programs to maintain and increase customer loyalty.

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