PENGARUH BRAND IMAGE DAN CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY STARBUCKS DI KOTA PALEMBANG PASCA ISU BOIKOT

Putri, Elly (2026) PENGARUH BRAND IMAGE DAN CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY STARBUCKS DI KOTA PALEMBANG PASCA ISU BOIKOT. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the effect of brand image and customer trust on customer loyalty toward Starbucks in Palembang City following the boycott issue. The data used are primary data collected through a Google Form questionnaire distributed via Instagram and WhatsApp. The sampling technique employed was purposive sampling based on specific criteria, resulting in 91 respondents out of 100 distributed questionnaires. Hypothesis testing was conducted using multiple linear regression analysis to examine the influence of each independent variable on the dependent variable. The results indicate that brand image does not have a positive and significant effect on customer loyalty. Meanwhile, customer trust has a positive and significant effect on customer loyalty. These findings suggest that in the post-boycott context, customer loyalty toward Starbucks in Palembang City is more influenced by the level of customer trust than by perceptions of brand image.

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