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.
Recommended Citation
Suhud, Usep; Puter, Cattleya Dewi; and Wibowo, Setyo Ferry
(2021)
"Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta,"
ASEAN Marketing Journal: Vol. 9:
No.
1, Article 3.
DOI: 10.21002/amj.v9i1.8903
Available at:
https://scholarhub.ui.ac.id/amj/vol9/iss1/3
