Track: Business Management

Abstract

The service business solution provider company HOREKA (Hotels, restaurants and cafes), together with MIX MarComm magazine, has recorded the number of coffee shops in Indonesia in August 2019 with 2,950 outlets. The number of this research can increase threefold or reach around 1,950 outlets from 2016 which was only around 1000 (Sugianto, detikFinance, 2019). The pandemic that occurred around the world, changed people's habits to stay at home & work from home (WFH), with the current economic conditions consumers tend to spend their money on primary needs compared to non-primary needs, this has also changed people's habits of enjoying coffee in a shop or cafe. there is a shift in consumer coffee consumption from high-class cafes to simpler places such as roadside coffee shops with open spaces" (Katadata, 2021). Starbucks as an upscale coffee shop must find a way to keep customers satisfied and loyal to Starbucks, by providing take-out services. away and delivery in collaboration with online motorcycle taxi providers. The method used in this research is descriptive quantitative method. Sampling uses the probability sampling method of random sampling with 100 respondents. Data processing is carried out by SEM-PLS and using path analysis. The results of the analysis show that the relationship between variables does not all show a positive and significant relationship, only the relationship between brand awareness and customer satisfaction, brand image and customer satisfaction, perceived quality and customer satisfaction, and customer satisfaction with an customer loyalty which shows a positive and significant relationship.

Keywords: Brand Awareness, Brand Image, Perceived Quality, Customer Satisfaction, Customer Loyalty