Measuring brand loyalty of coffee shop visitors in Jakarta
Usep Suhud, Cattleya Dewi Puter, Setyo Ferry Wibowo (Department of Management Faculty of Economics and Business, Universitas Indonesia, 2017)
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ABSTRACT This study is intended to investigate the impact of brand trust, brand affect, self-image congruity, and functional congruity toward brand loyalty of coffee shop visitors. Participants were approached conveniently in several modern coffee shops in August-September 2014 in southern Jakarta. In total, there are four hypotheses to be tested using 200 usable valid questionnaires. As a result, three hypotheses were accepted - the links between brand trust and brand loyalty, self-image congruity and functional congruity, and functional congruity and brand loyalty. This study suggests an alternative model in order to have all hypotheses significant and positive. Brand affect and self-image congruity should not be directly linked to brand loyalty concurrently. Coffee shop managements should consider brand trust and functional congruity as two important factors in maintaining brand loyalty. |
No. Panggil : | 658 AMJ 9:1 (2017) |
Entri utama-Nama orang : | |
Entri tambahan-Nama orang : | |
Penerbitan : | Depok: Department of Management Faculty of Economics and Business, Universitas Indonesia, 2017 |
Sumber Pengatalogan : | |
ISSN : | 20855044 |
Majalah/Jurnal : | ASEAN Marketing Journal |
Volume : | Vol. 9, No.1 Juni 2017: Hal. 28-39 |
Tipe Konten : | text |
Tipe Media : | unmediated |
Tipe Carrier : | volume |
Akses Elektronik : | http://journal.ui.ac.id/index.php/amj/article/view/8903 |
Institusi Pemilik : | Universitas Indonesia |
Lokasi : | Perpustakaan UI, Lt 4, R. Koleksi Jurnal |
No. Panggil | No. Barkod | Ketersediaan |
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658 AMJ 9:1 (2017) | 03-19-122326334 | TERSEDIA |
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Tidak ada ulasan pada koleksi ini: 20496873 |