Junaidhi, Liem Regina Cecilia
(2018)
The impact of brand experience on brand loyalty : the mediators of brand love and brand trust of Starbucks in Jakarta and Tangerang.
Bachelor thesis, Universitas Pelita harapan.
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Abstract
As going to the coffee shop are now becomes one of the lifestyle needs in the socialization. Today, many people are attracted with the business of coffee shop. Likely, other small businesses also took the opportunity of opening up coffee shop with their unique brand names. With so many grand new coffee shop, does brand experience give an effect to brand loyalty through brand love and brand trust? As this is the research interests. This paper also will find out whether brand experience positively influence brand trust and brand love. And, it also identify whether brand love and brand trust positively influence brand loyalty. The conceptual model is conducted using Structural Equation Modeling with specific of Partial Least Squares (PLS-SLM) on a sample of 100 respondents who are Indonesian citizens using non-probability sampling with purposive-judgments techniques. The results have shown that brand experience positively influence brand love and brand trust. Moreover, brand trust and brand love positively influence brand loyalty. And, brand experience positively influence brand loyalty through the mediation of brand love and brand trust. The study is concluded with managerial implications that maybe useful in the marketing strategy.
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