MEMBANGUN BRAND LOVE DAN LOYALITAS KONSUMEN: ANALISIS PENGARUH BRAND TRUST DAN BRAND EXPERIENCE PADA PENGGEMAR KOPI JANJI JIWA

Abstract

The food and beverage industry has continued to grow since the coronavirus pandemic. The development of coffee shops in Indonesia is increasing from year to year, and this development is aligned with the expanding consumption of coffee among the population. Indonesia's climate and geography support farmers' coffee bean production, making Indonesia the third largest Robusta coffee producer in the world. Kopi Janji Jiwa is a cafe that focuses on coffee beans sourced from Indonesian farmers. This study aims to analyze the effect of brand trust and brand experience on brand love, attitudes, loyalty, and loyalty behavior of Janji Jiwa coffee consumers. This causality research explores and ascertains causal relationships. The subjects of this research are Janji Jiwa coffee consumers in Surabaya city. The sample of this study consisted of 170 respondents who were selected using a Google Forms questionnaire. Respondent data was processed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique and tested using SmartPLS3 software. The results showed that brand trust has a positive and significant effect on brand love. Brand experience has a positive and significant effect on brand love. Brand love has a positive and significant effect on attitude loyalty. Brand love has a positive and significant effect on behavioral loyalty of Surabaya Janji Jiwa Coffee consumers.