THE ANALYSIS FACTORS INFLUENCING CUSTOMER LOYALTY MEDIATED BY CUSTOMER HAPPINESS ON STARBUCKS IN GREATER JAKARTA

Abstract

Purpose ⎯ The aim of this study is to find out the influence of brand, service quality, perceived value, and customer involvement towards customer loyalty which will be mediated by customer happiness. Design / Methodology / Approach ⎯ A quantitative method with primary data is used by distributing an online survey platform which consists of 30 question items. This research obtained 200 valid responses to be tested afterwards. The data is analyzed using SEM AMOS for validity and reliability testing and also model fit and hypothesis testing. The target population of this study are Starbucks membership card holder in Greater Jakarta. This study used purposive sampling. Findings ⎯ Out of 5 hypotheses being posited by the researcher, 3 of them are found to have a significant influence towards each other, leaving 2 unsupported hypotheses, which are service quality and customer involvement doesn’t have a significance influence on customer happiness. Originality/Value ⎯ Out of 5 hypotheses being posited by the researcher, 3 of them are found to have a significant influence towards each other, leaving 2 unsupported hypotheses, which are service quality and customer involvement doesn’t have a significance influence on customer happiness.