IMPLIKASI BRAND EXPERIENCE TERHADAP BRAND TRUST DAN BRAND LOYALTY PADA COFFEE SHOP DI SURABAYA
Abstract
This study aims to examine the influence of brand experience on brand trust and brand loyalty among coffee shops in Surabaya. The research employs a quantitative method using questionnaire distribution to 115 coffee shop consumers in Surabaya. SEM-PLS analysis reveals that brand experience has a positive and significant impact on building customer trust and loyalty. These findings provide an important foundation for business owners to develop marketing strategies focused on enhancing customer experience quality to strengthen brand relationships.
References
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Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
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Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand Trust in the Context of Consumer Loyalty. Journal of Product & Brand Management, 10(7), 329-341.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding Customer Satisfaction and Loyalty: A Meta-Analysis of Empirical Studies. International Journal of Information Management, 30(4), 367-378.
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Hess, R., Schimpf, C., & Wachter, S. (2019). The Role of Brand Trust in Customer Loyalty: Insights from the Fashion Industry. Journal of Brand Management, 26(4), 352-364.
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Huang, M. H., & Li, Z. (2015). Exploring the Relationships Among Customer Experience, Satisfaction, and Loyalty. Journal of Business Research, 68(7), 1514-1520.
Iglesias, O., Singh, J. J., & Batista, P. (2011). Brand Experience Influence on Brand Trust and Brand Loyalty. Journal of Brand Management, 19(5), 349-368.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
Kim, S., Kim, Y., & Jung, J. (2019). The Influence of Brand Trust on Brand Loyalty in the Coffee Industry. Journal of Retailing and Consumer Services, 50, 226-234.
Kumar, A., & Shah, S. (2020). The Role of Brand Experience in Customer Loyalty: A Case of Coffee Shops in Urban India. Journal of Hospitality & Tourism Research, 44(6), 1051-1071.
Kumar, V., & Shah, D. (2020). The Impact of Brand Experience on Brand Loyalty: Evidence from the Retail Sector. Journal of Business Research, 113, 135-145.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing, 80(6), 69-92.
Liu, Y., & Li, W. (2019). The Impact of Brand Experience on Brand Loyalty: A Study of Coffee Shops. International Journal of Contemporary Hospitality Management, 31(4), 1250-1265.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(Special Issue), 33-44.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management.
Schmitt, B. (2019). Experiential Marketing: A New Perspective for Marketing. Journal of Marketing Theory and Practice, 27(3), 323-339.
Schmitt, B. H. (2012). The Consumer Experience Model: A Framework for Consumer-Centered Strategy. Journal of Marketing Management, 28(5-6), 389-406.
Song, H., Bae, S.Y., dan Han, H. Emotional comprehension of a name-brand coffee shop: focus on lovemarks tehory. International Journal of Contemporary Hospitality Managemnet, https://doi.org/10.1108/IJCHM-07-2017-0436.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
Teng, Y., Yang, Y., & Zhang, X. (2020). How Brand Experience Impacts Brand Trust and Loyalty in the Restaurant Industry. International Journal of Hospitality Management, 89, 102497.
Zarantonello, L., & Schmitt, B. H. (2010). Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior. Journal of Brand Management, 17(7), 507-518.
Zhou, L., Zhang, Q., & Zhou, N. (2013). The Effects of Brand Experience and Brand Trust on Brand Loyalty. Journal of Business Research, 66(5), 663-670.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2019). Brand Love: Development and Validation of a Practical Model. Journal of Marketing, 83(6), 1-21.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Journal of Marketing, 73(3), 52-68.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
De Chernatony, L., & McDonald, M. (2021). Creating Powerful Brands. Routledge.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand Trust in the Context of Consumer Loyalty. Journal of Product & Brand Management, 10(7), 329-341.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding Customer Satisfaction and Loyalty: A Meta-Analysis of Empirical Studies. International Journal of Information Management, 30(4), 367-378.
Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019) When to Use and How to Report the Results of PLS-SEM. European Business Review, 31, 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hess, R., Schimpf, C., & Wachter, S. (2019). The Role of Brand Trust in Customer Loyalty: Insights from the Fashion Industry. Journal of Brand Management, 26(4), 352-364.
Huaman-Ramirez, R. dan Merunka, D. Brand experience effects on brand attachment: the role of brand trust, age, and license. European Business Review, 31(5), 610-645. DOI 10.1108/EBR-02-2017-0039.
Huang, M. H., & Li, Z. (2015). Exploring the Relationships Among Customer Experience, Satisfaction, and Loyalty. Journal of Business Research, 68(7), 1514-1520.
Iglesias, O., Singh, J. J., & Batista, P. (2011). Brand Experience Influence on Brand Trust and Brand Loyalty. Journal of Brand Management, 19(5), 349-368.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
Kim, S., Kim, Y., & Jung, J. (2019). The Influence of Brand Trust on Brand Loyalty in the Coffee Industry. Journal of Retailing and Consumer Services, 50, 226-234.
Kumar, A., & Shah, S. (2020). The Role of Brand Experience in Customer Loyalty: A Case of Coffee Shops in Urban India. Journal of Hospitality & Tourism Research, 44(6), 1051-1071.
Kumar, V., & Shah, D. (2020). The Impact of Brand Experience on Brand Loyalty: Evidence from the Retail Sector. Journal of Business Research, 113, 135-145.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing, 80(6), 69-92.
Liu, Y., & Li, W. (2019). The Impact of Brand Experience on Brand Loyalty: A Study of Coffee Shops. International Journal of Contemporary Hospitality Management, 31(4), 1250-1265.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(Special Issue), 33-44.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management.
Schmitt, B. (2019). Experiential Marketing: A New Perspective for Marketing. Journal of Marketing Theory and Practice, 27(3), 323-339.
Schmitt, B. H. (2012). The Consumer Experience Model: A Framework for Consumer-Centered Strategy. Journal of Marketing Management, 28(5-6), 389-406.
Song, H., Bae, S.Y., dan Han, H. Emotional comprehension of a name-brand coffee shop: focus on lovemarks tehory. International Journal of Contemporary Hospitality Managemnet, https://doi.org/10.1108/IJCHM-07-2017-0436.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
Teng, Y., Yang, Y., & Zhang, X. (2020). How Brand Experience Impacts Brand Trust and Loyalty in the Restaurant Industry. International Journal of Hospitality Management, 89, 102497.
Zarantonello, L., & Schmitt, B. H. (2010). Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior. Journal of Brand Management, 17(7), 507-518.
Zhou, L., Zhang, Q., & Zhou, N. (2013). The Effects of Brand Experience and Brand Trust on Brand Loyalty. Journal of Business Research, 66(5), 663-670.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-07-15
How to Cite
Leoparjo, F., Dewi, I. C., & Wibowo, O. H. (2025). IMPLIKASI BRAND EXPERIENCE TERHADAP BRAND TRUST DAN BRAND LOYALTY PADA COFFEE SHOP DI SURABAYA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1609-1627. https://doi.org/10.31955/mea.v9i2.5760
Section
Articles
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