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The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks

ASEAN Marketing Journal

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Title The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks
 
Creator Aries Susanty; Faculty of Engineering, Industrial Engineering Department, Universitas Diponegoro. Jl. Prof. Soedarto SH, Kampus Tembalangan, Semarang 50275.
Eirene Kenny; Faculty of Engineering, Industrial Engineering Department, Universitas Diponegoro. Jl. Prof. Soedarto SH, Kampus Tembalangan, Semarang 50275.
 
Subject brand equity, consumer satisfaction, brand loyalty, SEM, Excelso, Starbucks
 
Description This study investigates the effect of the Brand Equity on the Customer Satisfaction and the Brand Loyalty of Starbucks and Excelso coffee shops’ customers. Starbucks is the strongest competitor of Excelso. Data used in this study was primary data which were collected through closed questionnaires with 1-5 Likert scale. A sample of this study was 270 respondents; 135 respondents for each brand. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. The results of this study showed that The Physical Quality, the Ideal Self-Congruence, and the Lifestyle Congruence have a positive and significant impact on the Customer Satisfaction on Excelso and Starbucks. Staff behaviour only have a positive and significant impact on the Customer Satisfaction in the Excelso; whereas, brand identification only have a positive and significant impact on the Customer Satisfaction in the Starbucks. However, in both of coffee shop brand, the Consumer Satisfaction have a positive and significant impact on the Brand Loyalty. 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2015-06-01
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/4481
 
Source ASEAN Marketing Journal; Vol 7, No 1 (2015): June 2015; 14-27
 
Language en