The Effect of Consumer-Based Brand Equity and Satisfaction on Loyalty: An Empirical Study

Abstract

Economic growth in Indonesia encourages the growth of many industries. Specifically, the food and beverage industry has grown significantly in Indonesian economics. Coffee shops with foreign or local brands are growing and competing for having customer loyalty. Many research has been conducted to examine customer loyalty in a particular coffee shop. However, little research has been focused on comparing both local and foreign brand names of the coffee shop. The comparative study is needed to understand whether foreign or local brand names matter in predicting both customer satisfaction and loyalty. This research uses a quantitative paradigm using descriptive research type. The object of research is Starbucks (foreign brand) and Djournal Coffee (local brand). Data were collected through questionnaires distributed by applying judgemental sampling. Data analysis was conducted by using structural equation model (SEM). In this study, there are two unsupported hypotheses namely (1) the relationship between the ideal self-congruence and customer satisfaction, and (2) the relationship between brand identification and customer satisfaction. The study also provides theoretical contributions, managerial implications and suggestions for further research. Keywords: brand equity, customer satisfaction, brand loyalty, SEMPengaruh Ekuitas Merek Berbasis Konsumen dan Kepuasan terhadap Loyalitas: Sebuah Studi Empiris Abstrak: Pertumbuhan ekonomi di Indonesia mendorong pertumbuhan banyak industri. Secara khusus, industri makanan dan minuman telah tumbuh secara signifikan dalam ekonomi Indonesia. Kedai kopi dengan merek asing atau lokal tumbuh dan bersaing untuk memiliki loyalitas pelanggan. Banyak penelitian telah dilakukan untuk menguji loyalitas pelanggan di coffee shop tertentu. Namun, sedikit penelitian yang difokuskan untuk membandingkan nama merek lokal dan asing dari coffee shop. Studi perbandingan diperlukan untuk memahami apakah nama merek asing atau lokal penting dalam memprediksi kepuasan dan loyalitas pelanggan. Penelitian ini menggunakan paradigma kuantitatif dengan menggunakan tipe penelitian deskriptif. Objek penelitian adalah Starbucks (merek asing) dan Djournal Coffee (merek lokal). Data dikumpulkan melalui kuesioner yang didistribusikan dengan menggunakan judgemental sampling. Analisis data dilakukan dengan menggunakan pemodelan persamaan struktural (SEM). Dalam penelitian ini ada dua hipotesis yang tidak didukung yaitu (1) hubungan antara kongruensi diri yang ideal dan kepuasan pelanggan dan (2) hubungan antara identifikasi merek dan kepuasan pelanggan. Studi ini juga memberikan kontribusi teoritis, implikasi manajerial dan saran untuk penelitian lebih lanjut. Kata kunci: ekuitas merek, kepuasan konsumen, loyalitas merek, SEM

The The Effect of E-Service Quality Through Customer Satisfaction and Customer Trust on Customer Loyalty of Klikindomaret Users

“…This is indicated by the loading factor value of 0.67 and the t-value of 11.53. The results of this analysis are supported by several similar studies, including Utami (2017); Purnamasari (2018); Reirnarny (2019); Indrawan et al (2022); Pratama and Fransisca (2022) which state that customer satisfaction mediates the relationship between service quality and customer loyalty. The higher e-service quality of KlikIndomaret will increase customer satisfaction so that increased customer satisfaction can encourage the creation of customer loyalty in using KlikIndomaret.…”

Pelatihan Branding Produk bagi Siswa SMK Calon Pelaku UMKM di Kota Tangerang

“…Hal ini dapat disebabkan karena ketidaktahuan, ego, atau sifat tertutup mereka atas ide baru, dan merasa cepat puas (Setiawati, Retnasari, & Diny Fitriawati, 2019) Sudah seharusnya pelaku bisnis, khususnya UMKM untuk menyadari pentingnya branding dalam menumbuhkan bisnis mereka. Dampak bagi pelaku bisnis yang tidak melakukan branding diantaranya produk merela sulit bersaing, mengurangi daya tarik calon konsumen, sulit memperluas jaringan, sulit mempertahankan pelanggan, dan kurangnya loyalitas pelanggan (Pratama, Pratama, & Siregar, 2019;Wijaya, 2020). Jika ditarik ke dalam kontek UMKM, maka dampak bagi pelaku UMKM tidak melakukan branding, maka terdapat beberpa dampak seperti:…”

What Really Drives Loyalty in the Fast-Moving Consumer Goods Market?

“…Price is the most important factor that consumers consider when making repeated purchases of certain goods or services (Lie et al, 2019) and their main criterion for evaluating a product (Pratama et al, 2019). When consumers experience benefits or satisfaction from the products they receive, they perceive their price as reasonable and fair (Ekawati & Hutama, 2020).…”

“…When consumers experience benefits or satisfaction from the products they receive, they perceive their price as reasonable and fair (Ekawati & Hutama, 2020). Brand satisfaction is a significant factor in consumer loyalty and is itself partially determined by the price (Delima et al, 2019; Khoironi et al, 2018; Lie et al, 2019; Pratama et al, 2019). Berliansyah and Suroso (2018) also find a positive and significant relationship between these elements specifically regarding the influence of food and beverage prices on satisfaction.…”