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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Beby Karina Fawzeea Sembiring
Faculty of Economic and Business Universitas Sumatera Utara
Economics, Econometrics & Finance

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INFLUENCE OF BRAND IMAGE AND CUSTOMER SATISFACTION TO BRAND LOYALTY THROUGH BRAND LOVE AS A MEDIATION VARIABLE IN STARBUCKS MULTATULI MEDAN Muhammad Ismuroji; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 2 (2023): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i2.803

Abstract

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.
STRATEGY ANALYSIS OF BUILDING CUSTOMER LOYALTY INDIHOME PT. TELECOMMUNIKASI INDONESIA Tbk Dhery Wiranata Surya; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.983

Abstract

Looking at the emerging internet service competitors, it is hoped that IndiHome will become one of the providers offering the best internet access and services. High consumer loyalty for a product is the most important aspect for a company in carrying out its business activities. To increase consumer loyalty, companies must pay attention to the factors that become a benchmark for consumer loyalty, including product, price, place, promotion, people, process, and physical evidence. The type of research used is quantitative, with a research method that is correlational research which is defined as a research method based on the philosophy of positivism, used to examine certain populations or samples, sampling techniques are carried out randomly, and data collection uses research instruments. The study results show that the product (product) positively and significantly affects IndiHome consumer loyalty at PT. Telkom witel Medan. Price has a positive and insignificant effect on IndiHome consumer loyalty. Promotion has a positive and significant effect on IndiHome consumer loyalty. People have a positive and insignificant effect on consumer loyalty. The process (process) positively and significantly affects consumer loyalty. Customer satisfaction has a positive and significant effect on consumer loyalty.
Co-Authors Dhery Wiranata Surya Endang Sulistya Rini Muhammad Ismuroji