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Increasing Brand Loyalty Through Cultivating Brand Love

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  • Alivia Andini,
  • Meylani Tuti
Alivia Andini
1Faculty of Management, Asa Indonesia University, Jakarta,
Meylani Tuti
Faculty of Management, Asa Indoneisa University, Jakarta, Indonesia
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 05 (2024)

Submission to VIJ 2024-05-06

Keywords

  • customer value,
  • customer experience,
  • customer satisfaction,
  • brand love,
  • brand loyalty

Copyright (c) 2024 Alivia Andini, Meylani Tuti

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The purpose of this study is to ascertain how customer value, customer satisfaction, and customer experience relate to brand love and brand loyalty. The research population comprises Starbucks customers as of December 2023. Purposive sampling, which involved selecting customers who had made purchases more than twice, was the sample strategy employed. A total of 250 people's data were gathered. SEM is the data analysis technique employed in this study with Smart PLS assistance. The study's findings indicate that brand love is influenced by customer value, customer satisfaction, and customer experience. Brand loyalty affects the brand. Brand loyalty is unaffected by customer value, customer satisfaction, or customer experience. According to these findings, a brand that is well-regarded by consumers would offer positive value on the presumption that the product or service fulfills their needs and gives them a satisfying experience. This will lead to customer love for the brand but not brand loyalty.

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