Influence Brand Loyalty Research Articles

Analisis Faktor–Faktor yang Mempengaruhi Brand Loyalty pada Coffee Shop yang ada di Batam

This study aims to hide the factors that influence brand loyalty in coffee shops in Batam City by mediating brand image. The independent variables used in this study include trust, brand recommendations, perceived quality, lifestyle, and service quality. The methodology used in this study is a quantitative research methodology. Researchers used survey techniques through questionnaires to collect data. In this study, purposive sampling was applied, a sampling technique in which taking samples took into account certain criteria. The samples collected were 360 respondents. The data analysis method used is SEM (Structural Equation Modeling) with the help of SmartPLS 3 software.The results of this study found that trust, brand support, lifestyle, and service quality had a significant and positive effect on brand image, while perceived quality had no significant and positive effect on brand image. Meanwhile, brand image has a significant and positive effect on brand loyalty. The role of mediating brand image does not fully work as an intermediary. This is shown by the mediation of brand image does not have a significant and positive effect on the relationship of trust, brand recognition, perceived quality, and lifestyle with brand loyalty, while the relationship of service quality has a significant and positive effect on brand loyalty through brand imageAbstract is basically an English version of Abstrak. All components in Abstract are written in the same style as in Abstrak.

INFLUENCE OF BRAND IMAGE AND CUSTOMER SATISFACTION TO BRAND LOYALTY THROUGH BRAND LOVE AS A MEDIATION VARIABLE IN STARBUCKS MULTATULI MEDAN

Along with rising population and income levels, it has become a major factor in the rising demand for non-consumption-based necessities, which many have adopted as a way of life. The expansion of the Coffee Shop industry has made coffee an integral part of people's lifestyles. Starbucks' continued existence depends on customer loyalty. Starbucks Multatuli's efforts to maintain brand loyalty are still relatively low. Customers continue to prefer other coffee shops over Starbucks. However, the customer's affection for Starbucks will cause the customer to form an emotional bond with Starbucks. Consequently, the customer's emotional attraction to Starbucks and feelings of pleasure will increase customer satisfaction. Thus, a positive brand image will provide customers with a positive experience, which will foster a sense of love for Starbucks and increase brand loyalty. This study's objective is to examine how brand image and customer satisfaction influence brand loyalty via brand love. Four variables comprise the survey: brand image, customer satisfaction, brand loyalty, and brand love. Accidental sampling is used for sampling. The population of this study consisted of 120 Starbucks Multatuli customers who participated in the survey. Using the SmartPLS 3.0 application, PLS-SEM was utilized for data analysis. The results indicated that brand image and customer satisfaction had a significant effect on brand love, a significant effect on brand loyalty, and a significant effect on brand loyalty via brand love.

A Comparison Study of The Brand Loyalty of Perodua and Proton Car Owners: A Case Study in Kota Bharu

In today’s world, automobile industries play a very important role in contributing to the development and growth of one country’s economy. In the car business, which is very competitive, companies must make sure that their products are appealing to consumers and well-liked, as well as highly valued. Branding is not about presenting more choices but about providing buyers with clear choices. Hence, investigating the brand loyalty towards the national car among Malaysians would pave the way for the automobile industry to prosper along with other automobile industries worldwide. This study aims to identify the relative strengths of all factors in influencing brand loyalty among customers towards two brands of national cars in Malaysia. A total of 409 respondents to this study were at least 18 years old and car owners of the national brand, and they were selected from all dealers of Perodua and Proton in Kota Bharu, Kelantan. In this study, descriptive analysis, independent t-test and the Pearson correlation coefficient were used. The sample consisted of an almost equal breakdown of Perodua and Proton car owners. The findings show that the car owners show a moderate level of brand satisfaction, brand price, brand quality, brand equity and brand loyalty with their current cars. All the independent variables, which are brand satisfaction, brand price, brand quality, and brand equity, are strongly correlated with brand loyalty towards the national brand. Perodua owners were more loyal and committed than Proton owners. Brand loyalty has become an essential factor for all manufacturing companies. To gain customer loyalty, a company should produce products with good quality, suitable pricing, and more equity.

The Mediating Role of Brand Trust on the Effect of Customer Experience and Engagement on Brand Loyalty: A Lesson From Bukalapak

Intense competition among marketplaces in Indonesia caused Bukalapak traffic to decline significantly from 2019 to 2022 amid the growing number of @bukalapak Instagram followers. The authors believe that this decline is related to brand loyalty. Academic works stated that customer experience and engagement influence brand loyalty. However, brand trust mediation on that influence has not been thoroughly investigated. Therefore, this study aims to identify how brand trust mediates the effect of customer experience and engagement on Bukalapak brand loyalty. To satisfy that aim, the researchers judgmentally recruited 210 followers of @bukalapak Instagram account as the sample. Using Structural Equation Modeling (SEM) with WarpPLS version 8.0 for data analysis, the research found that customer experience and engagement positively influence brand trust. Subsequently, customer experience, customer engagement, and brand trust positively impact brand loyalty. Mediation analysis shows that brand trust mediates customer experience and customer engagement effect on brand loyalty. However, in this research, the researchers has not considered to used other social media besides Instagram. Future research can make the same study in different social media, such as Facebook or Twitter.

How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers

Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.

Cross Promotions and Brand Loyalty: International Fast-food Brands in Nairobi, Kenya

The purpose of the study was to determine the influence of cross promotions on brand loyalty of International Fast-Food brands in Nairobi, Kenya. The study adopted a descriptive survey methodology. The target population for the study encompassed 24 customer relations managers from the 24-registered fast-food brands in Kenya. The study utilized purposive sampling technique in an effort to identify the most suited respondents for the study. A structured questionnaire was utilized as the data collection tool. The questionnaire was divided into two parts containing the demographic data relating the respondent’s background in the first part and the second part covering consumer’s sales promotion techniques on brand loyalty. Questionnaire items were structured with a 5-point Likert scale. Descriptive and Inferential statistics were used in the analysis of the data. Linear regression analysis method was used to assess the associations between cross sales promotions techniques and brand loyalty. The study established cross-promotion registered a positive influence of brand loyalty of international fast-food brands. Cross-promotion strategy was found to account for 70% (β=0.400). The study concluded that cross promotion produces new value-added synergetic product which results into increased frequency of repeat purchase. The study recommends the need to enhance effectiveness of the cross-promotion strategy by identifying deficiencies among the strategy’s activities such as inter-brand online advertisement, new value-added synergetic product, role model advertisement sponsorship of the fast-food brand, social responsibility partnership strategy with global entities such as UNEP, UNICEF motivates customers’ referral.

PENGARUH ESENSI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK MITSUBISHI XPANDER PADA PT. BOSOWA DI KOTA MAKASSAR

This study aims to (1) determine the effect of brand awareness on purchasing decisions, (2) determine the effect of brand loyalty on purchasing decisions, (3) determine the influence of brand awareness and brand loyalty jointly on purchasing decisions at PT.Bosowa in Makassar city . The data used in this study are primary and secondary data with a total sample of 83 respondents. This study used a quantitative approach and was analyzed using multiple linear regression analysis with the help of SPSS 25 data processing to prove three hypotheses. The results of this study prove that the Brand Awereness variable has a significant effect on Purchase Decisions with the value of t count > t table where 2.871 > from T table of 1.664. The brand loyalty variable has a significant effect on purchasing decisions because the value of t count > t table is where 2.872 > 1.664. Based on the results of this study it is also known that the independent variables jointly or simultaneously have a significant effect on the dependent variable, namely the purchase decision at PT.Bosowa in Makassar City. Therefore, if Brand Awereness and Brand loyalty are continuously improved, then of course it will improve purchasing decisions to be more optimal.

럭셔리브랜드경험이 럭셔리브랜드충성도에 미치는 영향

Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand love. Brand image also influenced brand love and brand loyalty, and brand love influenced brand loyalty. Brand love was partially intermediated by the relationship between brand image and loyalty. Research Implications – Marketing managers of luxury brands should encourage customers to experience brands through sensory institutions, strengthen brand image, and help customers feel special and favorable feelings about the brand. In addition, by providing accurate information on luxury brands to stimulate intellectual curiosity and imagination, it is necessary to implement a brand strategy that induces strong attachment to the brand, and strengthens brand love.

Building brand loyalty on Twitter: The case of Elon Musk and Tesla

This research paper explores the interplay between Elon Musk’s social media communication and the marketing success of the car manufacturer Tesla. The authors conduct an explorative case study. The results show that following Musk on Twitter influences brand loyalty and further marketing objectives of Tesla. The results provide first empirical insights on the link between Musk’s social media communication activities and the success of Tesla in the German market.

Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty

Digital platforms develop and offer opportunities in the form of online brand communities (OBCs) to interact and engage customers with the brand, which might lead to brand loyalty over a while. The present study investigates how OBCs influence online customer engagement (OCE) and brand loyalty through a questionnaire survey of 488 social media users. Extant literature is reviewed to identify the unique characteristics (website satisfaction, usefulness, response time, and entertainment) of such digital platforms and examine their influences on OCE and brand loyalty. The moderating role of gender was also tested empirically. Results revealed that characteristics of OBC platforms primarily influence OCE; however, website satisfaction influences both OCE and brand loyalty. Moreover, OCE positively influences brand loyalty. These findings were similar for male and female customers, excluding website satisfaction, which was insignificant for females. The study concludes with crucial theoretical and managerial implications that will help develop the firms’ strategies to encounter issues related to OBCs globally.

The Influence Of Brand Experience On Brand Loyalty Through Brand Satisfaction And Brand Trust In Indomie Mie In Sampit

The title of this study is about the effect of brand experience on brand loyalty through brand satisfaction and brand trust Mie Indomie in Sampit, East Kotawaringin Regency, Central Kalimantan Province. This research usespurposive sampling. And the data was tested using validity tests (convergent validity and discriminant validity), reliability tests, mediation tests andanalysisStructural Equation Model (SEM). Based on the results of the structural equation test, brand experience significantly influences brand satisfaction. With a part coefficient value of 0.700 and a p-value of 0.01, the hypothesis is accepted. In the structural equation test, brand experience significantly influences brand trust. With a part coefficient value of 0.749 and a p-value of 0.01, the hypothesis is accepted. In the structural equation test, brand experience significantly influences brand loyalty. With a part coefficient value of 0.745 and a p-value of 0.01, the hypothesis is accepted. In the structural equation test, brand satisfaction has no significant effect on brand loyalty. With a part coefficient value of 0.869 and a p-value of 0.01, the hypothesis is accepted. In the structural equation test, brand trust significantly influences brand loyalty. With a part coefficient value of 0.235 and a p-value of p=0.05, the hypothesis is accepted. In the structural equation test, brand experience has a significant effect on loyalty through brand satisfaction. The test results show thatmediation test for indirect effect with a significant value of P <0.01. While the direct effect with a significant value of 0.06. And the direct influence of the path coefficient value decreases from 0.75 to 0.16,so the hypothesis is accepted. In the structural equation test, brand experience has a significant effect on loyalty through brand trust. The test results show thatmediation test for indirect effect with a significant value of 0.31. While the direct effect with a significant value P <0.01. And the direct effect of the path coefficient value is decreasing from 0.75 to 0.36,so the hypothesis is accepted.

Analisis Variabel-Variabel Yang Memengaruhi Keputusan Pembelian Konsumen Di Pameran Sepatu Jakarta Sneakers Day

This study aims to analyze the influence of digital marketing, viral marketing, brand prestige, brand loyalty, and lifestyle variables on purchasing decisions for local brand sneakers at Jakarta Sneakers Day. The method of data collection is using the survey method with likert type purposive sampling. The object of this research is 227 respondents who were visitors to Jakarta Sneakers Day in Jabodetabek. This research used SPSS software version 25 and SEM (Structural Equation Modelling) AMOS version 25 for data analysis. The result of this study suggest: 1) digital marketing has a positive and significant effect on purchasing decisions, (2) viral marketing has a positive and significant effect on purchasing decisions, (3) brand prestige has a negative and insignificant effect on purchasing decisions. (4) brand loyalty has a positive and significant effect on purchasing decisions. (5) lifestyle has a positive and significant.

PENGARUH BRAND CREDIBILITY DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH ATTITUDE TOWARDS BRAND

This study aims to analyze how the influence of Brand Credibility and Brand Experience on Brand Loyalty, either directly or through mediation through Attitude Towards Brand. Methodology: Design of this research is cross sectional where data is collected from respondents at a certain time, data collection uses side simple random to 232 respondents randomly in Indonesia, data analysis method uses Structural Equation Model (SEM) to test the hypothesis. Findings: The results show that brand credibility has a positive effect on attitude toward brand and brand loyalty, brand experience has a positive effect on brand loyalty. Attitude toward the brand mediates the effect of brand credibility and brand brand loyalty, either partially or fully through mediation. Implications: Thisxstudyxprovides a practicalxframeworkxforxthe marketing department of each android smartphone manufacturer that can explain how a brand credibility and brand experience created by the company can form brand loyalty, which is influenced directly or through mediation from attitude toward brand. consumers to each of these companies. So, the companies that oversee smartphone brands such as Samsung, Xiaomi and Oppo can maintain current policies to achieve a better level of brand loyalty in the future. In the long term, research on these variables will also help the marketing department to periodically check the proposed level of influence and compare it with previous results. If the value of the proposed influence can increase or remain at the same level, then the company can maintain the current policy on these variables. Originality: This research can contribute by proposing brand credibility, attitude toward brand and brand loyalty in a single model or separately. In addition, this study adds to other literature that also influences brand loyalty, namely brand experience because the experience of today's consumers is also an important thing that cannot be ignored

Virtual Shopping in The Metaverse: How Brand Engagement in Self-Concept Influence Brand Loyalty

Virtual Shopping in The Metaverse: How Brand Engagement in Self-Concept Influence Brand Loyalty

Brand loyalty among mobile users

The purpose of this study is to explore the factors that influence brand loyalty among young mobile phone users. The study establishes a conceptual framework and tests hypotheses with a sample of 315 respondents from mobile phone users of various brands to explore the factors influencing brand loyalty. A structured questionnaire is used to gather data, and a descriptive and causal-comparative research design is used to assess the impact of perceived brand quality, customer satisfaction, brand image, brand experience, and social media marketing on brand loyalty. The study reveals statistically significant positive correlations between the study variables and brand loyalty using both descriptive and inferential statistical techniques. Notably, perceived brand quality, customer satisfaction, brand image, brand experience, and social media marketing all have significant positive connections with brand loyalty, showing that improving these factors can lead to higher user loyalty. Regression analysis, on the other hand, shows that only perceived brand quality, customer satisfaction, and brand experience have a significant impact on brand loyalty. This result emphasizes the important roles of quality, customer satisfaction, and brand experience in developing long-term brand loyalty. These findings have implications for users, suppliers, and regulatory agencies, shaping strategies and approaches for developing long-term brand loyalty.

Analisis Faktor-faktor yang Mempengaruhi Loyalitas Merek pada Konsumen California Fried Chicken (CFC) di Kota Langsa

This research was conducted with the aim of knowing the factors that influence Brand Loyalty to consumers of California Fried Chicken or known as CFC in Langsa City. The sample in this study were consumers totaling 88 respondents. Primary data from the questionnaire results, then the data is tabulated with a Likert scale, analyzed with multiple linear regression equipment, hypothesis testing with t test, F test, correlation coefficient testing, and determination testing. Based on the research results obtained Y = 7.089 + 0.251 (Product Quality) + 0.283 (Service Quality) + 0.202 (Promotion) + 0.233 (Price). The constant coefficient of 7.089 is the value of the dependent variable (Brand Loyalty) if the value of the independent variable is constant (fixed) or has a value of zero. This shows that the dependent variable (Brand Loyalty) is influenced by the independent variable (Product Quality, Service Quality, Promotion, Price) of 7,089. The correlation coefficient value which is symbolized by R is 0.690 which can be equated with the relationship of the independent variable which is classified as strong towards the dependent variable, while the value of the coefficient of determination (R2) is 0.476, indicating that the independent variable influences the dependent variable (Brand Loyalty) of 0.476 or if it is percentaged 47.6% and the remaining 52.4% is influenced by other variables not examined in this study. The results of hypothesis testing (t test and F test) obtained the significance level of the independent variable with Service Quality Factor (X1) 3.000 > 2.633 and 0.04 <0.05, Service Quality Factor (X2) 3.972 > 2.633 and 0.00 <0. 05, Promotion Factor (X3) 3.292 > 2.633 and 0.01 < 0.05, and Price Factor (X4) 4.023 > 2.633 and 0.00 < 0.05. This shows that the independent variable has a positive and significant effect on Brand Loyalty. Thus the hypothesis is accepted.
 Keywords: Brand Loyalty, Consumer, California Fried Chicken (CFC) in Langsa City

The influence of the use of brand ambassador ‘stray kids’ in Shopee 12.12 birthday sale advertisement and Shopee’s brand image towards brand loyalty

Consumers may decide to use product or service based on people who influence them. Consumers more likely to choose and be loyal to good brand they already trust rather than trying a new brand. Brand loyalty owned by the company aims to increase brand value by maintaining consumers not to switch to other brands. This research aims to determine how much influence Stray Kids brand ambassadors and Shopee’s brand image towards Shopee’s brand loyalty. This research used quantitative methods with causal type. The sampling technique in this study used non-probability sampling type purposive sampling. The sample used as many as 166 respondents from the population with an unknown size of Shopee users among Stray Kids fans. Data analysis used in this study includes correlation coefficients, multiple linear regression tests, T-tests, F tests, and determination coefficients. The results showed that brand ambassador 'Stray Kids' had a positive and significant influence on Brand Loyalty, with an increase of 0.118. Shopee’s brand image has a positive and significant influence on Brand Loyalty with an increase of 0.553. 'Stray Kids' brand ambassador and Shopee brand image simultaneously influence brand loyalty by 57.9%. The remaining 42.1% were influenced by factors not discussed in the study.

Mediation Role of Purchase Intention on The Relationship Between Social Media Marketing, Brand Image, and Brand Loyalty: A Case Study of J&T Express Indonesia

The competition in Indonesia's courier, express, and parcel market has been very tight. J&T Express, one of the courier companies in Indonesia, needs to improve itself to survive and gain more market share. The research aims to analyze the impact of social media marketing and brand image on purchase intention and brand loyalty. The research also wants to determine the role of purchase intention in mediating the impact of social media marketing and brand image on brand loyalty. Data from 104 respondents who have ever used the service of J&T Express and watched the content of J&T's social media content were collected and analyzed using PLS-SEM. The result shows that social media marketing, brand image, and purchase intention significantly influence brand loyalty. However, purchase intention is proven not to mediate the relationship between social media marketing and purchase intention due to the insignificance of social media marketing on purchase intention. On the other hand, purchase intention significantly mediates the impact of brand image on brand loyalty.

Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

ABSTRACT The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.

Influence of brand loyalty on consumer purchase behavior

The subject of scientific research is the examination of the difference in brand loyalty factors according to the socio-demographic characteristics (age, education, income level) of confectionary consumers, as well as the examination of the connection between brand loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents completed the structured questionnaire. Determining the difference in brand loyalty factors according to socio-demographic characteristics of confectionary consumers was performed using the f test, while the correlation between the brand loyalty factors and brand loyalty was performed using Spearman's rank correlation as a non-parametric alternative to Pearson's correlation. It was determined that there is a significant difference in brand loyalty factors according to the age, education, and income level of confectionary consumers. There is also a statistically significant correlation between all brand loyalty factors and brand loyalty.