The Effect of Brand Personality, Brand Experience, and Brand Love on Brand Loyalty (Study at Starbucks Sidoarjo)
Pengaruh Brand Personality, Brand Experience, dan Brand Love Terhadap Brand Loyalty (Studi pada Starbucks Sidoarjo)
DOI:
https://doi.org/10.21070/ups.9266Keywords:
Brand Personality; Brand Experience; Brand Love; Brand LoyaltyAbstract
This study aims to explore the influence of Brand Personality, Brand Experience, and Brand Love on Brand Loyalty at Starbucks Sidoarjo. The method applied in this study is quantitative with a descriptive approach, involving all Starbucks customers in Sidoarjo as the population, and a sample of 100 people. The sample selection was conducted using purposive sampling, with the criteria of men and women over the age of 17 who made direct purchases at the Starbucks Sidoarjo outlet. Data was obtained through questionnaires, and responses were assessed using a Likert scale. To analyze the data, the PLS-SEM method was applied with the help of SmartPLS 3.0 software. The findings of this study show that Brand Personality influences Brand Loyalty to Starbucks products in Sidoarjo, Brand Experience also contributes to Brand Loyalty to Starbucks products in Sidoarjo, and Brand Love has an influence on Brand Loyalty to Starbucks products in Sidoarjo
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