PENGARUH EKUITAS MEREK BERBASIS KONSUMEN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS MEREK DI KEDAI KOPI STARBUCKS
Abstract
This study aimed to analyze the influence of physical quality, employee
behavior, self-congruence, brand identification and lifestyle-congruence to
customer satisfaction and brand loyalty on the customer Starbucks in Yogyakarta.
This research take a sample of 160 students from Muhammadiyah University of
Yogyakarta with purposive sampling technique is Starbucks customers from the
students. Data was collected by questionnaires. Data analysis was performed by
descriptive and analytical Structural Equation Modeling (SEM).
The result the study that: 1) The physical quality have a positive and
significant impact on the customer satisfaction; 2) Employee behavior have a
positive and significant impact on the customer satisfaction; 3) Ideal selfcongruence
have a positive and significant impact on the customer satisfaction; 4)
Brand identification have a positive and significant impact on the customer
satisfaction; 5) Lifestyle congruence have apositive and significant impact on the
customer satisfaction; 6) Customer satisfaction have a positive and significant
impact on brand loyalty.