The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee

Saputra, Darwis and Indarini, Indarini and Margaretha, Silvia (2020) The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee. In: Proceedings of the 17 th International Symposium on Management (INSYMA 2020), February 19-21, 2020, Ba Ria Vung Tau University.

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Abstract

The purpose of this study is to examine whether consumer-based brand equity (physical quality, staff behavior, self-compatibility, brand identification, and lifestyle congruence) of Coffee Bean & Tea Leaf Surabaya or Maxx Coffee Surabaya have a positive impact on customer satisfaction. This study examined 150 Coffee Bean & Tea Leaf customers and 150 Maxx Coffee customers in Surabaya who had bought the coffee. Structural equation modeling was used to analyze the constructs and overall model. The results of this study found that staff behavior, ideal self-congruence, and lifestyle-congruence have a significant effect on customer satisfaction. Physical quality and brand identification are factors that have no significant effect on customer satisfaction. Meanwhile physical quality and staff behavior have a significant effect on customer satisfaction. Ideal self-congruence, brand identification, and lifestyle-congruence have no significant effect on customer satisfaction. However customer satisfaction has a significant effect on brand loyalty.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	consumer based brand equity, customer satisfaction, brand loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Postgraduate Programs > Master Program in Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	20 Jul 2020 08:40
Last Modified:	15 Jul 2024 05:03
URI:	http://repository.ubaya.ac.id/id/eprint/37912

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