The Influence of Brand Image, Brand Love, And Brand Trust On Brand Loyalty In Local Coffee Shop Brand Names

Authors

  • Widhy Tri Astuti Universitas Pembangunan Nasional “Veteran” Yogyakarta, Indonesia

DOI:

https://doi.org/10.59141/jrssem.v2i12.512

Keywords:

Brand Love, Brand Loyalty, Brand Trust

Abstract

Brand loyalty or customer loyalty is an important concept for many companies that can bring many benefits to the company, such as repeated purchases and recommendations of that brand to others, which can then reduce marketing costs. This paper aims to test and analyze the influence of brand image, brand love, and brand trust on brand loyalty.   The sample technique used in this study is a nonprobability sampling technique that is purposive sampling technique. A total of 257 pieces of data were analyzed through the Structural Equation Model (SEM) based on Partial Least Square (PLS) and using SmartPLS 3.0 Software. The data analysis technique in this study using. The results of this study show that there is a positive and significant influence of brand image, brand love, and brand trust on brand loyalty. From the data analyzed, this research supports previous research that brand image, brand love, and brand trust have a positive impact to brand loyalty.

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Published

2023-07-28

How to Cite

Astuti, W. T. (2023). The Influence of Brand Image, Brand Love, And Brand Trust On Brand Loyalty In Local Coffee Shop Brand Names. Journal Research of Social Science, Economics, and Management, 2(12), 3021 –. https://doi.org/10.59141/jrssem.v2i12.512

Issue

Vol. 2 No. 12 (2023): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2023 Widhy Tri Astuti

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