The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks

Abstract

This paper aims to investigate the effect of brand image, brand love, and brand trust to brand loyalty in coffee drinks, especially in the Kopi Kenangan’s brand and not only investigate the impact but also compare brand love, and brand trust for seeking which variable that has a bigger impact. The total data collected is 100 samples with the majority is female (62% respondents). The data analyzed with PLS SEM and give a result that only brand image does not have an impact on brand loyalty. From the data analyzed, this research supports the prior research that brand love and brand trust have a positive impact to brand loyalty. This research also found for brand Kopi Kenangan brand love have a bigger impact than brand trust.