A Brand loyalty toward starbucks in indonesia

Abstract

one of a concept that has been research by researches as one of very importan dimension in marketing is Brand loyalty. brand loyalty is a biased behavioural respons from customer over period of time toward some brand. this study conducted 246 sample of respondent to represent the population in indonesia to consume a coffee from starbucks. through this calculation from the survey reveals the variable affecting brna dloyalty is Brand Image, Price fairness, product quality and costumer satisfaction.