| Summary: | The business world has developed quite rapidly, namely coffee shops by producing products so that they are able to meet the needs and tastes of consumers with good brand quality. One coffee shop brand that is superior to the others today is Starbucks. The Starbucks brand is able to compete with competition between brands and remain in the first position seen from the consumer's brand experience and self-expressive brand. The purpose of this study was to examine and explain the role of brand love in mediating the influence of brand experience and self-expressive brand on the loyalty of Starbucks consumers. The research subjects were Starbucks consumers with a sample of 120 people. The sample was determined using a non-probability sampling method, namely purposive sampling. Data were analyzed using SEM-PLS technique. The results of this study indicate that brand experience has a positive and insignificant effect on brand loyalty, self-expressive brand has a positive and significant effect on brand loyalty, brand experience has a positive and significant effect on brand love, self-expressive brand has a positive and significant effect on brand love, and brand love is able to mediate the effect of brand experience and brand self-expression on brand loyalty. The theoretical implication that can be given from the research findings is that it can provide an empirical contribution to the relationship between the variables of brand experience, self-expressive brand, brand love and brand loyalty for the development of marketing management science. The practical implications that can be given from the research findings show that among the three variables that affect brand loyalty, the brand love variable has the highest path coefficient, which can be a reference for Starbucks management in making strategies to increase brand loyalty to Starbucks consumers by increasing the brand love.
|
|---|
