INVESTIGASI FAKTOR PEMBENTUK LOYALITAS MEREK: STUDI KASUS PADA KEDAI COFFEE-TO-GO DI INDONESIA

Dalam beberapa tahun terakhir, telah terjadi peningkatan substansial jumlah kedai kopi yang mengadopsi konsep coffee-to-go di Indonesia. Penelitian ini bertujuan untuk menguji hubungan struktural antara citra merek, kepuasan pelanggan, kepercayaan merek, dan loyalitas merek untuk kedai coffee-to-go. Sebanyak 270 data yang didapatkan melalui survei terhadap pelanggan kedai coffee-to-go dianalisis menggunakan SPSS dan AMOS. Hasil penelitian menunjukkan bahwa citra merek, kepuasan pelanggan, dan kepercayaan merek berpengaruh positif dan signifikan terhadap loyalitas merek; dan bahwa kepuasan pelanggan dan kepercayaan merek merupakan faktor pendorong positif dan signifikan loyalitas merek. Selain itu, terungkap bahwa kepuasan pelanggan berhubungan positif dan signifikan dengan kepercayaan merek. Kata kunci: coffee-to-go, loyalitas merek, citra merek, kepuasan pelanggan, kepercayaan merek In the last years, there has been a substantial growth in the number of coffee shops adapting coffee-to-go concept in Indonesia. This study aims to examine structural associations among brand image, customer satisfaction, brand trust, and brand loyalty of coffee-to-go. A total of 270 data obtained through a survey of coffee-to-go customers were processed with SPSS and AMOS. It was found that brand image, customer satisfaction, and brand trust positively and significantly influenced brand loyalty; and that customer satisfaction and brand trust were positive and significant drivers of brand loyalty. Additionally, it was revealed that customer satisfaction is positively and significantly related to brand trust. Keywords:coffee-to-go, brand loyalty, brand image, customer satisfaction, brand trus