Pengaruh Brand Image dan Customer Satisfaction terhadap Brand Loyalty melalui Brand Love sebagai Variabel Mediasi pada Starbucks Multatuli Medan

Abstract

The growth in population and income levels have become a driving factor in increasing demand for non-consumption-based necessities which many have made as a way of life over time. The escalation in coffee shop business has also made coffee a part of people's lifestyle today. Loyalty to Starbucks is essential for the company to survive. Efforts to maintain Starbucks Multatuli brand loyalty are still relatively small since its customers still choose other coffee shops. However, the customer's love for Starbucks leads to the customer developing an emotional bond with Starbucks. In a way, customer's emotional attraction and pleasure towards Starbucks will increase customer satisfaction. Hence, a good brand image will provide customers with a positive experience, which will create a sense of customer love for Starbucks to increase Starbucks brand loyalty. The objective of this study is to analyze the effects of brand image and customer satisfaction on brand loyalty through brand love. The survey consists of the four variables namely brand image, customer satisfaction, brand loyalty and brand love. All customers of Starbucks Multatuli makes up the research population and by applying random sampling technique, 120 respondents are selected as the sample. Data analysis is made by means of PLS-SEM using the SmartPLS 3.0 program. The results show that brand image and customer satisfaction has significant effects on brand love, brand image and customer satisfaction bring significant effects on brand loyalty, and brand image as well as customer satisfaction significantly affects brand loyalty through brand love.