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