The Effect of Customer Satisfaction, Brand Trust, Brand Image, and Perceived Quality toward Brand Loyalty of FastBake Cafe Brand R e s e a r c h de s i g n O VE RV I E W Problem Identification A Research Background B
Research Questions & Objectives
Theoretical Foundation C
Data Collection E
Conceptual Framework
D
Hypotheses Formulation
Questionnaire Design
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F
Validity & Reliability Test
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G
Method of Successive Interval
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Multiple Linear Regression (MLR) Model Classic Assumption Test
MLR Model Evaluation
Data COLLECTION Q u e s t i o n n a i re de s i g n
Research background
Research questions
Research o b j e c t i ve s
Do customer satisfaction, brand trust, brand image, and perceived quality have effects on brand loyalty of FastBake Cafe?
To find out the effects of customer satisfaction, brand trust, brand image, and perceived quality toward brand loyalty of FastBake Cafe.
Which significant factor gives the most significant positive effect on brand loyalty of FastBake Cafe?
To find out the factor(s) that give(s) the most significant positive effect on brand loyalty of FastBake Cafe.
V a l i d i t y & re l i a b i l i t y t e s t
M e t h o d o f s u c c e s s i ve i n t e r v a l To convert the obtained ordinal data to interval data.
MULTIPLE LINEAR REGRESSION m o de l
Brand Trust (X2)
a : constant b : Multiple Regression Coefficient
H1
H3 Brand Image (X3)
H4 Perceived Quality (X4)
Dependent Va r i a b l e : Inter val Data
Independent Va r i a b l e s : Inter val Data
D
Normality Test
Autocorrelation Test
Multicollinearity Test
Heteroscedasticity Test
M u lt i p le L i n e a r R e g re s s i o n M o de l E v a l u a t i o n
Brand Loyalty (Y)
Hypotheses formulation H1 : Customer Satisfaction has a positive and significant effect on Brand Loyalty. H2 : Brand Trust has a positive and significant effect on Brand Loyalty. H3 : Brand Image has a positive and significant effect on Brand Loyalty. H4 : Perceived Quality has a positive and significant effect on Brand Loyalty.
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Y = a + b1X1 + b2X2 + b3X3 + b4X4
Conceptual framework
H2
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Data Analysis
Theoretical foundation Customer Satisfaction (X1)
F
Reliability: Cronbach’s Alpha
Validity: Face Validity
C L AS S I C AS S U M P T I O N T E S T
C
E
Rating Scale to obtain ordinal data. Population : FastBake Cafe customers Sampling : Convenience sampling (n=100)
FastBake Cafe’s Brand Loyalty is low. Of 51 respondents, 23 are are price-sensitive customers and 19 are purchasing out of "habit“. (based on preliminary research) B
K Expected Conclusion
Problem Identification A
Conclusion
Data Analysis
F-test
t-test
Coefficient of Determination
Examining model significance
Examining significance of independent variables
Examining how well the model fits
EXPECTED Conclusion
Answering all Research Questions and giving managerial recommendation to FastBake Cafe owner to improve the Brand Loyalty of FastBake Cafe.
Elizabeth Karmelia 3C – 19013075 elizabeth.k@sbm-itb.ac.id
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