The Influence of Customer’s Brand Experience of Chatime X BT21 Collaboration Towards Brand Loyalty

Abstract

Chatime is a boba drink company. They provide variety of drinks and toppings. In the collaboration, they also provide new drink variants and merchandise. During the pandemic, Chatime saw a drop in sales as well as a drop in customer satisfaction. Thus, Chatime was implementing one of their key marketing tactics, Collaboration. They were collaborating with BT21 at the time to give the new experiences to the consumers, and it turned out to be one of their best collaborations compared to the other Chatime collaboration. However, regardless of the Chatime x BT21 collaboration, the collaboration has not been tested whether it can leads to Brand Loyalty. The purpose of this study was to assess whether Brand Experience in terms of collaboration between chatime and BT21 can leads to Brand Loyalty. This study used a survey method towards 369 participants who had previously consumed Chatime x BT21 at least once during the collaboration period, and PLS-SEM was used to assess the association between the variables. The findings showed that Brand Experience has a significant positive influence on Brand Trust, Brand Satisfaction, and Brand Love. However, Brand Satisfaction did not have a significant positive influence on Brand Loyalty. This research provides some references for developing new collaboration and marketing methods for Chatime. This study provides several references for enhancing Chatime's marketing strategy. The findings of this study will be useful to marketers since this study provides in-depth practical information on how Brand Experience may enhance Brand Loyalty through Brand Trust, Brand Satisfaction, and Brand Love. Then, marketers are able to concentrate on how to develop Brand Loyalty by providing the finest experience, which may maximize earnings.