The Influence of Customer Relationship Marketing and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Starbucks Coffee Indonesia)

Abstract

Changes in consumer behavior are an ongoing phenomenon and are very important in the world of business, marketing and economics. Consumer behavior has new habits and lifestyles which have made fans of coffee drinking culture popular among the public. The business opportunity to open a coffee shop is one of the growing businesses in Indonesia. The large number of coffee shops in Indonesia makes business competition increasingly fierce and having loyal customers is one of the most important company assets. Starbucks is one of the largest coffee shop brands in Indonesia which really pays attention to marketing strategy and focuses more on customer relationships, namely Customer Relationship Marketing (CRM). Apart from CRM, brand image and brand loyalty also play an important role in differentiating a company and are powerful marketing tools mediated by customer satisfaction. The sample used in this research was 210 taken by purposive sampling. The data obtained were analyzed using structural equation modeling (SEM) analysis with the help of the AMOS 24 application. The research results show that the influence of customer relationship marketing has a significant positive effect on customer loyalty and customer satisfaction. Brand image has an insignificant positive effect on customer loyalty, but has a significant effect on customer satisfaction. Customer satisfaction has a significant positive effect on customer loyalty.