BRAND LOVE AS MEDIATION ON BRAND IMAGE AND BRAND LOYALTY

Muhammad Ismurroji, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring

Abstract


Along with increasing population growth and income levels, it has become a driving factor for increasing
demand for needs that are not just for consumption, but over time, many have made it a way of life. The
increase in the Coffee Shop business has made coffee a part of people's lifestyles. The purpose of this research
is to analyze the impact of brand image on brand loyalty through brand love. The survey consists of three
variables of brand image, brand loyalty and brand love. The sampling method used is accidental sampling.
The population of this study were customers who visited Starbucks Multatuli with 120 respondents in this
study. Data analysis was carried out through PLS-SEM using the SmartPLS 3.0 program. The results of the
study show that brand image has a significant effect on brand love, brand image has a significant effect on
brand loyalty, and brand image has a significant effect on brand loyalty through brand love.

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