THE SIGNIFICANCE EFFECT OF BRAND IDENTITY ON
CONSUMER SATISFACTION AND BRAND LOYALTY (Study on Starbucks’s consumer in
Surabaya)
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Institusion
Universitas Pembangunan Nasional Veteran Jawa Timur
Author
Yusuf Pribadi Adi, Putra
Subject
H Social Sciences (General)
Datestamp
2011-03-02 02:53:13
Abstract :
Brand identity is one very important variable for a companies as an effort to survive in the increasingly complex market competition. Brand identity also play a major role as a differentiator for a brand in today?s generalized market condition. A brand which able to deliver and communicate it?s identity will have a good level of brand perceive value among the consumers, this good level of brand perceive value indicate that the brand able to accommodate expectations of consumers, this will creates consumer satisfaction. Satisfied consumers tend to be loyal to the brand, this thing called brand loyalty. This study aims to 1). analyze the influence of the Starbucks brand identity to consumer satisfaction, 2). analyze the influence of consumer satisfaction to brand loyalty of Starbucks, 3). analyze the influence of the Starbucks brand identity to it?s brand loyalty, 4). analyze the influence of the Starbucks brand identity to it?s brand loyalty through consumer satisfaction. This research is explanatory research, and the types of data in this study are primary data which obtained directly from the 119 Starbucks consumers in Surabaya, which is determined by purposive sampling. The analysis technique used in this research is Structural Equation Modeling (SEM). The results showed that variable of brand identity did not significantly influence the variable of consumer satisfaction, and variable of consumer satisfaction significantly influence the variable of brand loyalty, and variable of brand identity did not significantly influence the variable of brand loyalty, and variable of brand identity did not significantly influence the variable of brand loyalty through the variable of customer satisfaction.
Brand identity is one very important variable for a companies as an effort to survive in the increasingly complex market competition. Brand identity also play a major role as a differentiator for a brand in today?s generalized market condition. A brand which able to deliver and communicate it?s identity will have a good level of brand perceive value among the consumers, this good level of brand perceive value indicate that the brand able to accommodate expectations of consumers, this will creates consumer satisfaction. Satisfied consumers tend to be loyal to the brand, this thing called brand loyalty. This study aims to 1). analyze the influence of the Starbucks brand identity to consumer satisfaction, 2). analyze the influence of consumer satisfaction to brand loyalty of Starbucks, 3). analyze the influence of the Starbucks brand identity to it?s brand loyalty, 4). analyze the influence of the Starbucks brand identity to it?s brand loyalty through consumer satisfaction. This research is explanatory research, and the types of data in this study are primary data which obtained directly from the 119 Starbucks consumers in Surabaya, which is determined by purposive sampling. The analysis technique used in this research is Structural Equation Modeling (SEM). The results showed that variable of brand identity did not significantly influence the variable of consumer satisfaction, and variable of consumer satisfaction significantly influence the variable of brand loyalty, and variable of brand identity did not significantly influence the variable of brand loyalty, and variable of brand identity did not significantly influence the variable of brand loyalty through the variable of customer satisfaction.
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