Abstract: Services that are carried out almost throughout the company over the years have always been the spotlight by the entire public as consumers. This can be seen from the increasing number of companies that implement service management systems to be run by all of their employees. Services usually associated with companies engaged in the food and beverage industry in particular restaurants or cafes. Services are usually associated with companies engaged in the food and beverage industry, especially restaurants or cafes. The quality of service in the field of cafe services is one of the ideas that is often used by customers in assessing the quality of the cafe, in addition to the taste and quality of food, the quality of service and good performance of employees also greatly support customer satisfaction. Today's people's lifestyle, prefer something fast and practical, including one of them is in meeting food and beverage needs. Just like food, coffee drinks are something that is universal and desired by many people, one of which is Starbucks Coffee. This study will examine the influence of service quality on consumer loyalty to Starbucks coffee products. The purpose of this study is to know the influence of service quality, satisfaction and trust on consumer loyalty in Starbucks Coffee. Respondents involved in this study were 173 customers and using Structural Equation Model (SEM) for data analysis. The results showed that product quality has an influence on customer satisfaction, perception of price influences customer satisfaction and satisfaction influences customer loyalty. The results of the study show that good service quality increases satisfaction, good service quality will increase trust, good service quality will increase loyalty and high satisfaction will increase loyalty while high trust does not increase loyalty. The affect of managerial implications that is Starbucks coffee suggested for customers should also provide suggestions and criticisms that are useful for the progress of Starbuck Coffee in the future. Suggestions and criticisms can facilitate Starbuck Coffee in determining strategies to improve the quality of service to customers.

Keywords: Service Quality, Satisfaction, Trust, Loyalty, Starbucks Customers

PDF | DOI: 10.17148/IARJSET.2018.5102

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