Abstract
The purpose of this study is to analyze the effect of Consumer-based brand equity on Brand loyalty through Customer satisfaction. This study used purposive sampling data collection techniques. This study was analyzed using the Structural Equation Model (SEM) analysis method. The results of this study indicate (1) The Influence Dimensions of Consumer-Based Brand Equity on Customer Satisfaction, where (1a) Perceived quality has no positive effect on Customer satisfaction; (1b) the Perceived value of cost has a positive effect on Customer satisfaction; (1c) Brand identification has no positive effect on Customer satisfaction; (1d) Trust has a positive effect on Customer satisfaction; (1e) Lifestyle congruence has a positive effect on Customer satisfaction. (2) Customer satisfaction has a positive effect on Brand loyalty. (3) The Influence Dimensions of Consumer-Based Brand Equity on Brand loyalty through Customer Satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in partial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial. The advice for further researchers can conduct research on various types of other food and baverage businesses, such as restaurant, bakeries, and cafes.
Highlights
According to data Food and Agriculture, Indonesia is the fourth world coffee bean producing country, where in 2019 coffee bean production reached 760 thousand tons
(3) The Influence Dimensions of Consumer-Based Brand Equity on Brand loyalty through Customer Satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in partial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial
Based Research results from 290 respondents, the test results get 9 hypothesis supported and 2 hypothesis are not supported which can be described as follows: 1. Dimensions of Consumer-Based Brand Equity have an influence on Customer Satisfaction, with the following details: a) There is no positive effect of Perceived quality on Customer satisfaction
Summary
According to data Food and Agriculture, Indonesia is the fourth world coffee bean producing country, where in 2019 coffee bean production reached 760 thousand tons. This is because Indonesia is located on the equator with a tropical climate which is a suitable location for coffee plantations, so that consuming coffee becomes a lifestyle for Indonesian people. Consuming coffee has become a habit of people in Indonesia This makes the coffee shop business increasing in Indonesia. According to data from the International Coffee Organization, Indonesia has the largest amount of coffee consumption in 2019/2020, which is 4806 packs @ 60 kg.
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