Pengaruh Brand Experience dan Brand Image Terhadap Brand Loyalty pada Konsumen Fore Coffee di Kota Medan
DOI:
https://doi.org/10.54065/jss.6.3.2026.1554Keywords:
Brand experience, Brand Image, Brand LoyaltyAbstract
Urgensi penelitian ini adalah untuk menganalisis pengaruh brand experience dan brand image terhadap brand loyalty pada konsumen Fore Coffee di Kota Medan sebagai upaya memahami faktor-faktor yang mampu mempertahankan loyalitas pelanggan di tengah persaingan industri kedai kopi yang semakin ketat. Konsumsi kopi di Indonesia mengalami pertumbuhan yang pesat seiring dengan perubahan gaya hidup masyarakat perkotaan. Namun, persaingan yang semakin ketat di antara kedai kopi di Kota Medan menjadi tantangan besar bagi perusahaan dalam mempertahankan loyalitas merek konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek (brand experience) dan citra merek (brand image) terhadap loyalitas merek (brand loyalty) pada pelanggan Fore Coffee di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis regresi linear berganda terhadap 102 responden yang berdomisili di Kota Medan. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan IBM SPSS Statistics versi 27. Hasil pengujian menunjukkan bahwa seluruh indikator variabel telah memenuhi kriteria validitas dan reliabilitas. Evaluasi model menghasilkan nilai koefisien determinasi (R²) sebesar 0,498, yang menunjukkan bahwa pengalaman merek dan citra merek secara simultan mampu menjelaskan 49,8% variasi loyalitas merek. Hubungan antarvariabel, baik secara parsial maupun simultan, terbukti berpengaruh positif dan signifikan terhadap loyalitas merek, dengan citra merek sebagai faktor yang paling dominan. Temuan ini menunjukkan bahwa kedai kopi perlu memprioritaskan penguatan citra merek yang modern dan premium serta menjaga konsistensi pengalaman merek guna meningkatkan loyalitas konsumen.
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Copyright (c) 2026 Tri Amanda Keppi, Anisa Muazzama Adham Tarigan, Jeni Valeri Lamesu, Jessica Graciella Barus, Onan Marakali Siregar, Maulidina Maulidina
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