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

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 Max