The Effect of Customer Satisfaction and Trust Towards Loyalty: A Study on Starbucks Card Users

  • Sabina Maharani


Gaining customers' loyalty is one of the strategies to have a sustainable business. Through this strategy, companies can win the furious competition among the business. Starbucks card services are used by Starbucks as a strategy, as it can simplify the transaction when customers buy the product. This study aims to determine the actual level of consumer trust and satisfaction in using the Starbucks Card along with its impact on consumer loyalty to continue using Starbucks card services. The study was categorized as a quantitative study that was done through the use of a questionnaire. It is used to find the relationship between variables that include, customer satisfaction, customer trust, and customer loyalty to Starbucks Card by answering the Likert scale from 1 to 5, which indicates responses from strongly disagree to strongly agree. The sample was taken by purposive sampling method and had approximately 128 customers who used Starbucks cards as the respondent in this study. The findings of this study revealed that there is a significant positive effect of customer satisfaction on customer loyalty in using Starbucks Card and there is a significant positive effect of customer trust on customer loyalty in using the Starbucks Card Services.


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How to Cite
MAHARANI, Sabina. The Effect of Customer Satisfaction and Trust Towards Loyalty: A Study on Starbucks Card Users. Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 3, p. 90-103, sep. 2023. Available at: <>. Date accessed: 11 dec. 2023.