Since 2014
Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta
ASEAN Marketing Journal
View Archive Info| Field | Value | |
| Title |
Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta
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| Creator |
Usep Suhud; Faculty of Economics, Universitas Negeri Jakarta, Indonesia
Cattleya Dewi Puter; Faculty of Economics, Universitas Negeri Jakarta, Indonesia Setyo Ferry Wibowo; Faculty of Economics, Universitas Negeri Jakarta, Indonesia |
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| Subject |
coffee shop, brand loyalty, brand trust, brand affect, self-image congruity, functional congruity
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| Description |
This study is intended to investigate the impact of brand trust, brand affect, self-image congruity, and functional congruity toward brand loyalty of coffee shop visitors. Participants were approached conveniently in several modern coffee shops in August-September 2014 in southern Jakarta. In total, there are four hypotheses to be tested using 200 usable valid questionnaires. As a result, three hypotheses were accepted – the links between brand trust and brand loyalty, self-image congruity and functional congruity, and functional congruity and brand loyalty. This study suggests an alternative model in order to have all hypotheses significant and positive. Brand affect and self-image congruity should not be directly linked to brand loyalty concurrently. Coffee shop managements should consider brand trust and functional congruity as two important factors in maintaining brand loyalty.
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| Publisher |
Management Research Center, Department of Management, Faculty of Economics and Business, U
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| Contributor |
—
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| Date |
2018-01-05
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| Type |
Peer-reviewed Article
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| Format |
application/pdf
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| Identifier |
http://journal.ui.ac.id/index.php/amj/article/view/8903
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| Source |
ASEAN Marketing Journal; Vol 9, No 1 (2017): June 2017; 28-39
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| Language |
en
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