Analisis Pengaruh Brand Experience, Dan Kepuasan Sebagai Intervening Variable Terhadap Loyalitas Pelanggan Starbucks Coffee Jakarta
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Institusion
STIE Indonesia Banking School
Author
Shandy, Ardiko R.
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-19 01:29:39
Abstract :
Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become a great interest to marketers. The purpose of this study is to examine the direct and indirect effect of brand experience benefits and satisfaction as intervening variable toward Starbucks?s costumer loyalty. Four brand experience measure consisting of sensory, affective, behavioral, and Intellectual. In this study, Starbucks became the proper object of research, because there are Starbucks in several places with the same standard of service, This facilitates researchers in conducting an analysis of the Starbucks brand. A survey carried out on 140 Starbucks?s costumers who had ever visited a Starbucks coffee shop. Analysis system uses a simple path analysis through simple regression and multiple regression with SPSS version 15.0, and hypothesis testing using the two equations for the Analysis of Regression Coefficient of Determination and The Partial Test. We conducted a descriptive statistical analysis to determine the consideration of managerial implementation of the questionnaire data is processed. Finally, brand experience is positively related to satisfaction. The results also indicated that satisfaction does influence Starbucks?s customers loyalty. The results imply that marketers should focus on brand experience measure in their effort to achieve customer loyalty. Key words: Brand Experience, Satisfaction, Loyalty
Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become a great interest to marketers. The purpose of this study is to examine the direct and indirect effect of brand experience benefits and satisfaction as intervening variable toward Starbucks?s costumer loyalty. Four brand experience measure consisting of sensory, affective, behavioral, and Intellectual. In this study, Starbucks became the proper object of research, because there are Starbucks in several places with the same standard of service, This facilitates researchers in conducting an analysis of the Starbucks brand. A survey carried out on 140 Starbucks?s costumers who had ever visited a Starbucks coffee shop. Analysis system uses a simple path analysis through simple regression and multiple regression with SPSS version 15.0, and hypothesis testing using the two equations for the Analysis of Regression Coefficient of Determination and The Partial Test. We conducted a descriptive statistical analysis to determine the consideration of managerial implementation of the questionnaire data is processed. Finally, brand experience is positively related to satisfaction. The results also indicated that satisfaction does influence Starbucks?s customers loyalty. The results imply that marketers should focus on brand experience measure in their effort to achieve customer loyalty. Key words: Brand Experience, Satisfaction, Loyalty
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