The purpose of this study is to examine three factors that influence brand loyalty in local coffee shops: price fairness, convenience, and brand love. The sample consisted of 150 people who had visited local coffee shops such as Fore Coffee, Kopi Lain Hati, Kopi Kenangan, Kopi Kulo, and Kopi Janji Jiwa at least three times in the past six months. The quantitative method used in this study was obtained through an online survey. For sampling, a purposive non-probability technique was used Structural Equation Model (SEM) method. The results of the study showed that convenience, price fairness, and brand love increase brand loyalty. This study is expected to help local coffee shop managers consider the above factors. To make customers loyal to coffee shop brands, consider options such as discounts and improving convenience. Finally, coffee companies must allocate their resources to manage their brands, thus increasing brand love and loyalty.
Oleh :
Luki Adiati Pratomo
