JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Vol 5 No 2 (2021): Journal of Applied Business Administration - September 2021

THE EFFECT OF PUBLIC RELATION AND CUSTOMER VALUE MARKETING ON CUSTOMER LOYALTY IN STARBUCKS COFFEE BATAM CITY

Nur Rahmah Andayani (Politeknik Negeri Batam)
Fedila Machbo Zania (Unknown)

Article Info

Publish Date
28 Sep 2021

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.

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Journal Info
JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Website

Abbrev

JABA

Publisher

Politeknik Negeri Batam

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Applied Business Administration (JABA) is a journal published by Study Program of Applied Business Administration, Politeknik Negeri Batam. The journal is predominantly devoted to applied business administration with special focus on industries problem solving. JABA publish quality ...