PENGARUH CUSTOMER EXPERIENCE DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY STARBUCKS BANDUNG

Authors

  • Adhika Tamadesha
  • Istiharini - -

DOI:

https://doi.org/10.61769/jabs.v3i1.301

Abstract

Customer experience is all the experience which consumers get when buying or using a product or service. Good customer experience can affect customer loyalty. Another thing that can affect customer loyalty is brand image. Coffee shop is one of the business that prioritizes customer experience. Starbucks is one of the pioneers of modern coffee shops that provides the concept of modern coffee shops to consumers and already has a good brand image and embedded in the minds of consumers. This study took a sample of 182 respondents of Starbucks consumers in Bandung to determine the effect of customer experience and brand image to customer loyalty to Starbucks in Bandung. The analysis was performed using SEM-PLS(Structural Equation Model-Partial Least Square) that uses WarpPLS software. The analysis concluded that customer experience and brand image have positive effect to Starbucks customer loyalty in Bandung.

Keyword: customer experience, brand image, customer loyalty

 

Customer experience merupakan semua pengalaman yang didapatkan konsumen ketika membeli atau menggunakan suatu produk atau jasa. Customer experience yang baik dapat mempengaruhi customer loyalty. Hal lain yang dapat mempengaruhi munculnya customer loyalty adalah brand image. Coffee shop atau kedai kopi adalah salah satu bidang usaha atau bisnis yang mengutamakan customer experience. Starbucks merupakan salah satu pelopor kedai kopi modern yang memberikan konsep kedai kopi modern kepada konsumen dan sudah memiliki brand image yang baik dan melekat di benak konsumen.  Penelitian ini mengambil sampel sebanyak 182 responden konsumen Starbucks di kota Bandung untuk mengetahui pengaruh customer experience dan brand image terhadap customer loyalty Starbucks di kota Bandung. Analisis dilakukan dengan menggunakan model SEM-PLS(Structural Equation Model-Partial Least Square) dengan menggunakan software WarpPls. Dari hasil analisis disimpulkan bahwa customer experience dan brand image memiliki pengaruh positif terhadap customer loyalty Starbucks di kota Bandung.

Kata kunci: customer experience, brand image, customer loyalty

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Published

2020-01-15

Issue

Vol. 3 No. 1 (2018)

Section

Articles

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