Pengaruh Brand Experience dan Brand Credibility Terhadap Brand Loyalty Pada Konsumen Dua Merek Coffee Shop Terpopuler Dengan Brand Satisfaction Sebagai Variabel Intervening Di Solo Raya

Dela Rabbani Auliyaa, Moechammad Nasir

Abstract


Kajian ini mengeksplorasi pengaruh antara brand experience serta brand credibility dalam pengukuhan brand loyalty, sembari menempatkan brand satisfaction sebagai konstruk mediasi kritikal, berfokus pada pelanggan Janji Jiwa dan Kopi Kenangan di ekosistem Soloraya. Riset dikembangkan dalam kerangka explanatory quantitative berlandaskan paradigma positivistik. Penentuan responden dilakukan melalui purposive sampling terhadap 240 individu berusia ≥17 tahun yang memiliki riwayat pembelian. Pengumpulan data primer memanfaatkan kuesioner online berbasis skala Likert lima tingkat, kemudian diolah menggunakan pendekatan Partial Least Squares (PLS). Temuan empiris mengindikasikan bahwa brand experience dan brand credibility memberikan kontribusi signifikan dengan arah positif ke brand satisfaction. Selanjutnya, brand satisfaction terbukti berperan signifikan dalam mendorong terbentuknya brand loyalty. Selain efek tidak langsung, kedua variabel eksogen tersebut juga menunjukkan pengaruh langsung yang bermakna terhadap loyalitas merek, dengan brand satisfaction berfungsi sebagai mediator parsial. Hasil ini mengafirmasi bahwa orkestrasi pengalaman merek dan legitimasi merek merupakan determinan krusial dalam membangun kepuasan sekaligus loyalitas konsumen coffee shop.

Keywords


brand credibility, brand experience, brand loyalty, brand satisfaction

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.95255

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