Faktor Anteseden Brand Loyalty Konsumen Point Coffee
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Abstract
Brand experience merupakan aspek penting dalam membentuk persepsi dan keterikatan konsumen terhadap suatu merek. Penelitian ini menekankan brand experience sebagai faktor utama yang memengaruhi brand loyalty pada konsumen coffee shop. Penelitian ini bertujuan untuk mengeksplorasi faktor anteseden dari brand loyalty, yaitu brand experience, perceived quality, brand trust dan brand love. Studi ini menggunakan Structural Equation Model berbasis Covariance (CB-SEM) dengan SmartPLS 4. Penelitian ini dilakukan pada 255 responden yang dipilih melalui metode purposive sampling, yaitu konsumen Point Coffee yang berusia 17 hingga 40 tahun dan berdomisili di wilayah Jabodetabek, serta telah mengonsumsi produk Point Coffee minimal 2 kali dalam 1 bulan terakhir. Temuan dalam penelitian ini menunjukkan adanya pengaruh positif dari brand experience terhadap brand loyalty, perceived quality, brand trust dan brand love. Brand love berpengaruh positif terhadap brand loyalty, serta perceived quality tidak berpengaruh terhadap brand loyalty. Bagi merek, temuan ini dapat dimanfaatkan guna menyusun strategi pada peningkatan pengalaman dan hubungan emosional dengan konsumen untuk membangun loyalitas jangka panjang terhadap merek.
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