Pengaruh Citra Merek dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Starbucks (Survei Pada Konsumen Starbucks)

This study aims to determine the effect of brand image and service quality on Starbucks customer satisfaction. This research is a quantitative study using primary data obtained directly from the results of interviews, observations and questionnaires distributed to a number of respondents according to the target target. The technique used in sampling in this study is purposive sampling technique, namely the sampling technique with certain considerations. The data analysis used is descriptive analysis and statistical testing. The results showed that there was a positive and significant influence on brand image and service quality on Starbucks customer satisfaction