PENGARUH SERVICESCAPE, BRAND AWARENESS, DAN TRUST TERHADAP CUSTOMER LOYALTY PADA BRAND STARBUCKS CITRALAND SURABAYA

Abstract

This study aims to analyze the effect of Servicescape, Brand
Awareness, and Trust on Customerr Loyalty in a brand Starbucks
Citraland Surabaya. The sampling technique used is non probability
sampling by means of purposive sampling. The sample used in this
study was 190 respondents. The data analysis technique used is SEM
analysis with the LISREL program. The results of the study prove
that Servicescape, and Brand Awareness, have a significant effect on
trust; Trusts have a significant effect on Customerr Loyalty; Servicescape have a unsignificant effect on Customerr Loyalty and Brand
Awareness have a significant effect on Customerr Loyalty. Suggestions from research for Starbucks Citraland Surabaya are to fix the
elements of Servicescape, so that consumers have a better shopping
experience that makes them more trusting and have a high interest in
repurchasing

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