COMPARATIVE ANALYSIS OF REPURCHASE INTENTION BASED ON BRAND TRUST AND BRAND COMMITMENT OF STARBUCKS IN MANADO BETWEEN MALE AND FEMALE
Abstract: Nowadays coffee shop are becoming an easy
place to find in Indonesia with many brands, and one of them is Starbucks. This
coffee shop is still competing with its domestic and international competitor
that running on the same business such as St. Ali is the coffee shop from
outside Indonesia, also The Coffee Bean and Tea Leaf, J.CO Donut & Coffee,
Excelso, MOKKA Coffee Cabana, MAXX Coffee, Kopi Luwak, and Yellow Truck that some
are offering more affordable beverage that can attract mostly Indonesian
society. The aim of this study is to find out if there is significant
difference between male and female customers in repurchase intention based on
brand trust and brand commitment of Starbucks in Manado. This research is
quantitative research and uses independent sample t-test. The sample size of
this research is 100 customers of Starbucks in Manado. The results showed no
significant difference between male and female customers in repurchase
intention based on brand trust and brand commitment of Starbucks in Manado. The
recommendation based on the result is Starbucks in Manado should create special
offer for female and male customers in different day, and open new branch in
Manado for easy customer reach.
Keywords: brand trust, brand
commitment, independent sample t-test.
Penulis: Clarissa A. R.
Luntungan, Sifrid S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180222