Investigating the Improvement of Brand Loyalty in the Coffee Shop Sector: A Quantitative Analysis

Puspo Dewi Dirgantari (), Yusuf Murtadlo Hidayat, Fathya Shalmasyah, Ratih Hurriyati, Raya Sulistyowati, Mohd Halim Mahphoth, Wei-Loon Koe and Yulia Rahmawati
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Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia
Yusuf Murtadlo Hidayat: Universitas Pendidikan Indonesia
Fathya Shalmasyah: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Raya Sulistyowati: Universitas Negeri Surabaya
Mohd Halim Mahphoth: Universiti Teknologi MARA Cawangan Melaka
Wei-Loon Koe: Universiti Teknologi MARA Cawangan Melaka
Yulia Rahmawati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 369-377 from Springer

Abstract: Abstract This study investigates the intricate relationship between brand loyalty, brand image, and brand credibility in the context of the coffee shop industry. This research uses descriptive and verification methods with a quantitative approach. Two hundred respondents participated in this research and were selected through purposive sampling. The data were processed statistically using the Structural Equation Modeling (SEM) method. We reveal compelling evidence through empirical analysis that brand image and credibility significantly influence brand loyalty. Specifically, our research highlights the pivotal role of uniqueness in shaping brand image while emphasizing attractiveness as the primary driver of brand credibility. These findings underscore the importance of cultivating distinctive brand identities and enhancing visual appeal to foster enduring customer loyalty and bolster brand credibility within the competitive coffee shop market.

Keywords: Brand Image; Coffee; Credibility (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_45

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DOI: 10.2991/978-94-6463-817-2_45

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