PENGARUH ATRIBUT CAFÉ TERHADAP MOTIF BELANJA HEDONIK MOTIF BELANJA UTULITARIAN DAN LOYALITAS PELANGGAN STARBUCKS COFFEE DI THE SQUARE APARTEMENT SURABAYA

Abstract

The research was conducted by questionnaire directly on the object of research is consumer Starbucks Coffee with the criteria that consumers are least within a period of three month make purchase at The Square Apartment. By using the reference minimum number of samples to be taken, the researchers determined the amount of study sample as many as 200 people tested by means of SEM analysis. From this research, it was found the result that the influence of consumers visiting Starbucks Coffee based on Utilitarian Shopping motivation.