PENGARUH CONSUMER-BASED BRAND EQUITY THE COFFEE BEAN & TEA LEAF SURABAYA ATAU MAXX COFFEE SURABAYA TERHADAP CUSTOMER SATISFACTION DAN BRAND LOYALTY MENURUT PELANGGAN SURABAYA

  • Darwis Saputra Laurianto Fakultas Bisnis dan Ekonomika Universitas Surabaya
  • Indarini Indarini Fakultas Bisnis dan Ekonomika Universitas Surabaya
  • Silvia Margaretha Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Consumer-Based Brand Equity, Costumer Satisfaction, Brand Loyalty

Abstract

This study investigates the effect of the brand equity on the customer satisfaction and the brand loyalty of The Coffee Bean & Tea Leaf or Maxx Coffee coffee shop’s customers. The Coffee Bean & Tea Leaf is the strongest competitor of Maxx Coffee. The results of this study found that staff behaviour, ideal self-congruence, and lifestyle-congruence are factors that have a significant positive effect on customer satisfaction at The Coffee Bean & Tea Leaf. Physical quality and brand identification are factors that have no significant effect on customer satisfaction at The Coffee Bean & Tea Leaf. Physical quality and staff behavior are factors that have a significant positive effect on customer satisfaction at Maxx Coffee. Ideal self-congruence, brand identifcation, andlifestyle-congruenceare factors that have no significant effect on customer satisfaction at Maxx Coffee. However, in both of The Coffee Bean & Tea Leaf and Maxx

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www.marketing.co.id/maxx-coffee-gencar-buka-gerai-di-daerah/ diunduh pada tanggal 25 April 2018.

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Published
2018-03-01

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