PENGARUH BRAND LOVE DAN COMPETITOR ATTRACTIVENESS TERHADAP CUSTOMER LOYALTY DENGAN DIMEDIASI CUSTOMER SATISFACTION PADA COFFEE SHOP LOKALE DI KOTA PONTIANAK

This research aims to determine the effect brand love and competitor attractiveness to customer loyalty mediated customer satisfaction on coffee shop lokale. The type of research used is quantitative research in the form of causal associative research, and data collection techniques are carried out through distributing questionnaires. The population in this research is customer coffee shop lokale in Pontianak City. The number of samples taken in this research was 100 respondents using a sampling technique, namely non-probability sampling with a purposive sampling method, and the analytical tool used was SEM (Structural Equation Model) using SmartPLS 3.0. The research results show that brand love has a significant effect on customer satisfaction. However, competitor attractiveness is not significant to customer satisfaction. Brand love and competitor attractiveness have a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Customer satisfaction can mediate brand love on customer loyalty, but customer satisfaction cannot mediate competitor attractiveness on customer loyalty.Abdillah, M. R., & Rufial, R. (2022). Pengaruh Lokasi Usaha, Daya Tarik Pesaing, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada UMKM Mie Ayam Bakso I Love You Di Kabupaten Tangerang. Ikraith-Ekonomika, 5(3), 225-235. Ambarwati, E., & Handoko, Y. (2020). Pengaruh Harga, Kualitas Produk, Dan Brand Love Terhadap Loyalitas Pelanggan Pada Minimarket Indomaret. Relasi: Jurnal Ekonomi, 16(1), 29-53. Anggoro, W. B., Suliyanto, S., & Rahab, R. (2019). Pengaruh Pengalaman Merek Terhadap Kesetiaan Merek Dimediasikan Oleh Kecintaan Merek, Kepercayaan Merek, Dan Keterkaitan Merek. Jurnal Ekonomi, Bisnis, Dan Akuntansi, 21(3). Antari, N. K. D., & Ardani, I. G. A. K. S. (2023). Peran Cinta Merek memediasi Pengaruh Kepuasan Merek terhadap Loyalitas Merek pada Konsumen Anomali Coffee Di Ubud. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(03). Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291. Firdausy, B. N. (2023). Pengaruh Kualitas Produk terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi kasus pada UD. Intan Telor Pamekasan, Madura) (Doctoral dissertation, Universitas Muhammadiyah Malang). Gunteja, B. P., Mulyantari, E., & Saputra, A. D. (2021). Pengaruh Daya Tarik Terhadap Kepuasan Wisatawan di Coffee On The Bus PO. Rejeki Transport Yogyakarta. Journal of Tourism and Economic, 4(2), 176-186. Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Empirical Testing of Emotional Brand Attachment and Brand Love Mediation between Brand Satisfaction and Brand Loyalty. International Journal of Digital Entrepreneurship and Business, 3(2), 49-59. Khodlro, A. U., Lubis, N., & Prabawani, B. (2015). Pengaruh Daya Tarik Produk Pesaing, Perilaku Mencari Variasi Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada Pengguna Smartphone Blackberry. Jurnal Ilmu Administrasi Bisnis, 4(2), 70-75.Rizki, P. A., & Prabowo, B. (2022). Pengaruh Citra Merek, Harga, dan Kualitas Produk Indomie melalui Kepuasan Konsumen sebagai Variabel Intervening Terhadap Loyalitas Pelanggan. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(5), 1543-1553. Sari, D. P., & Annisa, I. T. (2023). Pengalaman dan Kepercayaan Merek dalam Membangun Loyalitas pada Perlengkapan Luar Ruangan Eiger dengan Kecintaan Merek sebagai mediasi. Jabe (Journal of Applied Business and Economic), 9(3), 268-280. Sjioen, A. E., & Makaweru, I. F. (2021). Pengaruh Kemenarikan Alternatif dan Biaya Berpindah terhadap Niat Beralih Pengguna Kartu Xl Axiata. Among Makarti, 13(2)