PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP COSTUMER PERCEIVED VALUE PADA COFFEE SHOP DI KOTA MAKASSAR

Abstrak

Eni, T. A. 2025. Pengaruh Brand Image dan Kualitas Pelayanan terhadap Customer Perceived Value pada Coffee Shop di Kota Makassar. Tesis. Program Studi Psikologi, Program Pascasarjana, Universitas Negeri Makassar. Dibimbing oleh Muhammad Jufri dan Rohmah Rifani.Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan kualitas pelayanan terhadap customer perceived value pada coffee shop di Kota Makassar. Subjek penelitian sebanyak 356 konsumen coffee shop brand nasional (Fore Coffee, Kopi Kenangan, dan Janji Jiwa) yang berusia 18-40 tahun dan telah mengunjungi coffee shop minimal 2 kali. Instrumen penelitian menggunakan skala Likert yang sumber dari teori Sweeney dan Soutar (2001) diadaptasi oleh Sopiyan (2021) dan dimodifikasi oleh peneliti untuk customer perceived value, teori Aaker (1991) diadaptasi oleh Syukri (2025) dan dimodifikasi oleh peneliti untuk brand image, dan teori Parasuraman, Zeithaml, dan Berry (1988) diadaptasi oleh Bakar & Himam (2017) dan dimodifikasi oleh peneliti untuk kualitas pelayanan. Analisis data menggunakan Regresi Linear Berganda dengan SPSS 25.0. Hasil penelitian menunjukkan: (1) Brand image dan kualitas pelayanan secara simultan berpengaruh signifikan terhadap customer perceived value (R²=0,775; F=608,715; p<0,05), dengan kontribusi sebesar 77,5%; (2) Brand image berpengaruh positif dan signifikan terhadap customer perceived value (β=0,166; t=5,671; p<0,05) dengan sumbangan efektif 6,7%; (3) Kualitas pelayanan berpengaruh positif dan signifikan terhadap customer perceived value (β=0,473; t=30,940; p<0,05) dengan sumbangan efektif 4,1%. Brand image memiliki pengaruh yang lebih dominan dibandingkan kualitas pelayanan.

Eni, T. A. 2025. The Influence of Brand Image and Service Quality on Customer Perceived Value at Coffee Shops in Makassar City. Thesis. Psychology Study Program, Postgraduate Program, Makassar State University. Supervised by Muhammad Jufri and Rohmah Rifani.This study aims to analyze the influence of brand image and service quality on customer perceived value at coffee shops in Makassar City. The research subjects consisted of 356 consumers of national brand coffee shops (Fore Coffee, Kopi Kenangan, and Janji Jiwa) aged 18-40 years who had visited coffee shops at least twice. The research instruments used Likert scales sourced from Sweeney and Soutar's (2001) theory adapted by Sopiyan (2021) and modified by the researcher for customer perceived value, Aaker's (1991) theory adapted by Syukri (2025) and modified by the researcher for brand image, and Parasuraman, Zeithaml, and Berry's (1988) theory adapted by Bakar and Himam (2017) and modified by the researcher for service quality. Data analysis used Multiple Linear Regression with SPSS 25.0. The results showed: (1) Brand image and service quality simultaneously had a significant effect on customer perceived value (R²=0.775; F=608.715; p<0.05), with a contribution of 77.5%; (2) Brand image had a positive and significant effect on customer perceived value (β=0.166; t=5.671; p<0.05) with an effective contribution of 6.7%; (3) Service quality had a positive and significant effect on customer perceived value (β=0.473; t=30.940; p<0.05) with an effective contribution of 4.1%. Brand image has a more dominant influence compared to service quality.