Brand Loyalty-Building Strategy: Influence Product Quality, Perceived Experience Quality, And Brand Attitude Through Mediating Brand Trust
DOI:
https://doi.org/10.29407/nusamba.v10i1.22384Keywords:
Product Quality, Perceived Experience Quality, Brand Attitude, Brand Trust, Brand LoyaltyAbstract
Research aim: This study aims to measure product quality, perceived experience quality, and brand attitude that can affect brand trust through brand loyalty to Janji Jiwa coffee products.
Methode: Data will be collected using a survey method and questionnaires. This study used Structural Equation Modeling (SEM) data analysis techniques operated using the Smart-PLS program version 3.2.9
Theoretical contribution: This research also proves that product quality and perceived experience quality can affect brand trust, while brand attitude influences brand loyalty. It aims to create a sense that customers expect to be able to compete with other competitors in the future.
Practitioner implication: Product quality, perceived experience quality, and brand attitude play an important role in increasing brand trust and brand loyalty, where good taste integrity and customer expectations will affect growing sales, so coffee shop entrepreneurs must provide innovation strategies in maintaining product quality to influence consumers to be loyal to their products.
Research limitation: This study only focuses on three variables: product quality, perceived experience quality, and brand attitude
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References
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[6] Alan AK, Kabadayı ET. Quality Antecedents of Brand Trust and Behavioral Intention. Procedia - Soc Behav Sci 2014;150:619–27. https://doi.org/10.1016/j.sbspro.2014.09.081.
[7] Djiemesha V, Prasastyo KW. Pengaruh Satisfaction, Trust, Dan Commitment Terhadap Word of Mouth Generasi Z Pada Kedai Kopi Berkonsep Grab & Go 2020:1–15.
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[13] Uzir MUH, Jerin I, Al Halbusi H, Hamid ABA, Latiff ASA. Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon 2020;6:e05710. https://doi.org/10.1016/j.heliyon.2020.e05710.
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[17] Bae J, Jeon H. Exploring the Relationships among Brand Experience , Perceived Product Quality , Hedonic Value , Utilitarian Value , and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic 2022.
[18] Mukerjee K. The impact of brand experience , service quality and perceived value on word of mouth of retail bank customers : investigating the mediating effect of loyalty. J Financ Serv Mark 2018. https://doi.org/10.1057/s41264-018-0039-8.
[19] Yin J, Cheng Y, Bi Y, Ni Y. Tourists perceived crowding and destination attractiveness : The moderating effects of perceived risk and experience quality. J Destin Mark Manag 2020;18:100489. https://doi.org/10.1016/j.jdmm.2020.100489.
[20] Alimamy S, Al-imamy S. Customer perceived value through quality augmented reality experiences in retail : The mediating effect of customer attitudes. J Mark Commun 2021;00:1–20. https://doi.org/10.1080/13527266.2021.1897648.
[21] Maduretno RBEHP, Junaedi MFS. Exploring the Effects of Coffee Shop Brand Experience on Loyalty : The Roles of Brand Love and Brand Trust 2022;24:289–309.
[22] Suhud U, Puter CD, Wibowo SF. Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta 2021;9. https://doi.org/10.21002/amj.v9i1.8903.
[23] Yi NY. The effects of sustainability management on brand attitude of coffee specialty shops 2019;6:7–12.
[24] Reza NG, Rahayu SR. Pengaruh Kualitas Produk, Brand Image Dan Brand Attitude Terhadap Loyalitas Konsumen Kopi Cap Kuda Kota Metro (Studi Pada Konsumen Kopi Cap Kuda Di Kota Metro) 2022;2:497–504.
[25] Fadli, Lubis SN, Chalil D. Analysis of the Attitude , Preference and Satisfaction of Coffee Customers in the Coffee Shop , Takengon City 2021;8:399–407.
[26] Konuk FA. The role of risk aversion and brand-related factors in predicting consumers’ willingness to buy expiration date-based priced perishable food products. Food Res Int 2018;112:312–8. https://doi.org/10.1016/j.foodres.2018.06.009.
[27] Sung HH, Steve CCH, J. LT. The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity. Int J Hosp Manag 2021;94:102847. https://doi.org/10.1016/j.ijhm.2020.102847.
[28] Amron. The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. Eur Sci Journal, ESJ 2018;14:228. https://doi.org/10.19044/esj.2018.v14n13p228.
[29] Lassoued R, Hobbs JE. Consumer confidence in credence attributes: The role of brand trust. Food Policy 2015;52:99–107. https://doi.org/10.1016/j.foodpol.2014.12.003.
[30] Kotler P, Armstrong G, Opresnik MO. Principle of Marketing. the Sevent. 2018.
[31] Chuenban P, Sornsaruht P, Pimdee P. How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty. Heliyon 2021;7:e06301. https://doi.org/10.1016/j.heliyon.2021.e06301.
[32] Syjung H, Minyoung L, Eunil P, Angel del P. Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea. J Retail Consum Serv 2021;63:102684. https://doi.org/10.1016/j.jretconser.2021.102684.
[33] Heesup H, Ngoc NH, Hakjun S, Lia CB, Sanghyeop L, Wansoo K. Drivers of brand loyalty in the chain coffee shop industry. Int J Hosp Manag 2018;72:86–97. https://doi.org/10.1016/j.ijhm.2017.12.011.
[34] Foroudi P, Jin Z, Gupta S, Foroudi MM, Kitchen PJ. Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. J Bus Res 2018;89:462–74. https://doi.org/10.1016/j.jbusres.2018.01.031.
[35] Hair JF, Ringle CM, Sarstedt M. PLS-SEM: Indeed a Silver Bullet. J Mark Theory Pract 2011;19:139–51. https://doi.org/10.2753/MTP1069-6679190202.
[36] Henseler J, Hubona G, Ray PA. Using PLS path modeling in new technology research: Updated guidelines. Ind Manag Data Syst 2016;116:2–20. https://doi.org/10.1108/IMDS-09-2015-0382.
[37] Srivastava M, Sivaramakrishnan S. The impact of eWOM on consumer brand engagement. Mark Intell Plan 2021;39:469–84. https://doi.org/10.1108/MIP-06-2020-0263.
[38] Geovani W, Ronald, Amelia. Analysis Of The Effect Of Product Quality, Product Style, Product Price, Brand Image, Service Quality And Store Environment Factors On Brand Loyalty Of Uniqlo Customers In Surabaya. Int J Res Publ 2021;69:287–301. https://doi.org/10.47119/ijrp100691120211680.
[39] Irhandi IGNGG, Agung AAP, Sapta IKSS. The Effect of Product Quality and Promotion on the Brand Image in Realizing the Brand Loyalty Hatten Wines in Denpasar. Int J Sustain, Educ Glob Creat Econ 2021;4:58–72.
[40] Song HJ, Wang JH, Han H. Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. Int J Hosp Manag 2019;79:50–9. https://doi.org/10.1016/j.ijhm.2018.12.011.
[41] Karunia E. Brand awareness dan brand experience terhadap brand satisfaction, brand trust dan brand loyalty 2021;23:606–24.
[42] Masitoh D, Kurniawati. Pengaruh Brand Experience terhadap Brand Loyalty melalui Perceived Quality dan Brand Trust pada Pengguna E-Wallet Di indonesia 2023;3:1133–46.
[43] Nabella LA. Pengaruh Brand Attitude and Brand Association terhadap Brand Equity melalui Brand Loyalty Sebagai Variable Intervening Pada Produk Air Minum Kemasan Merek AQUA n.d.:1–11.
[44] Chandra JW, Keni. Brand Experience untuk Memprediksi Brand Attitude pada Konsumen Sporting Brand 2021;23:93–110.
[45] Padmi IGAMM, Suparna G. Open Access The Role of Brand Attitude Mediates the Effect of Electronic Word of Mouth on Purchase Intention at Sekopi Coffee Shop In Denpasar City 2021:414–27.
[46] Kurniawan FA, Adiwijaya M. The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, and Brand Loyalty at Cafe Businesses Based in Surabaya. Petra Int J Bus Stud 2018;1:11–22. https://doi.org/10.9744/ijbs.1.1.11-22.
[47] Hussein AS. Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares dengan SmartPLS 3.0. Univ Brawijaya 2015;1:1–19. https://doi.org/10.1023/A:1023202519395.
[48] Hardiyanto YF. Pengaruh Kualitas Produk, Citra Merek, dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Pengguna Motor Honda Di SURABAYA. STIE Perbanas Surabaya 2017.
[49] Ballester ED. Development and Validation of a Brand Trust Scale. Int J Mark Res 2003;45:1–18. https://doi.org/10.1177/147078530304500103.
[50] Li MW, Teng HY, Chen CY. Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. J Hosp Tour Manag 2020;44:184–92. https://doi.org/10.1016/j.jhtm.2020.06.015.
[51] Tiffany IGAC, Kirana NS, Sutrisno TF. The Influence Of Risk Aversion On Brand Loyalty with Brand Trust and Brand Affect as Mediating Variables 2022.
[52] Farrakhan MZ, Rahab, Suwandari L. Brand Experience towards Brand Loyalty with Brand Trust as Mediation variable 2020:684–93.
[2] Albriyan, Aniek W. Pengaruh Kesadaran Merek, Harga, Dan Promosi Terhadap Keputusan Pembelian Coffe Shop. … Ilmu Dan Ris Manaj 2020;9.
[3] Wilson PT, Keni. Brand Experience, Perceived Value, Brand Trust untuk Memeprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. J Muara Ilmu Ekon Dan Bisnis 2020;4:184. https://doi.org/10.24912/jmieb.v4i1.7759.
[4] Nam J, Ekinci Y, Whyatt G. Brand equity, brand loyalty, and consumer satisfaction. Ann Tour Res 2011;38:1009–30. https://doi.org/10.1016/j.annals.2011.01.015.
[5] Sualeh A, Tolessa K, Mohammed A. Biochemical composition of green and roasted coffee beans and their association with coffee quality from different districts of southwest Ethiopia. Heliyon 2020;6:e05812. https://doi.org/10.1016/j.heliyon.2020.e05812.
[6] Alan AK, Kabadayı ET. Quality Antecedents of Brand Trust and Behavioral Intention. Procedia - Soc Behav Sci 2014;150:619–27. https://doi.org/10.1016/j.sbspro.2014.09.081.
[7] Djiemesha V, Prasastyo KW. Pengaruh Satisfaction, Trust, Dan Commitment Terhadap Word of Mouth Generasi Z Pada Kedai Kopi Berkonsep Grab & Go 2020:1–15.
[8] Angeline G. The Influence of Brand Experience and Perception Quality on Brand Loyalty Mediated by Brand Trust ( Empirical Study : Mixue Consumers in Jakarta ) 2023;2:1926–41.
[9] Rahmawati R, Astuti WT, Kusmantini T. The Influence Of Brand Image, Brand Love, And Brand Trust On Brand Loyalty In Local Coffee Shop Brand Names 2023;02:3021–36. https://doi.org/10.59141/jrssem.v2i12.512.
[10] Chaudhuri A, Holbrook MB. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. J Mark 2001;65:81–93. https://doi.org/10.1509/jmkg.65.2.81.18255.
[11] Alguacil M, González-Serrano MH, Gómez-Tafalla AM, González-García RJ, Aguado-Berenguer S. Credibility to attract, trust to stay: The mediating role of trust in improving brand congruence in sports services. Eur J Int Manag 2021;15:231–46. https://doi.org/10.1504/EJIM.2021.113245.
[12] Poushneh A. Impact of auditory sense on trust and brand affect through auditory social interaction and control. J Retail Consum Serv 2021;58:102281. https://doi.org/10.1016/j.jretconser.2020.102281.
[13] Uzir MUH, Jerin I, Al Halbusi H, Hamid ABA, Latiff ASA. Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon 2020;6:e05710. https://doi.org/10.1016/j.heliyon.2020.e05710.
[14] Bakti IGMY, Sumaedi S, Rakhmawati T, Damayanti S, Yarmen M. The Model of Domestic Product Quality Syndrome. SAGE Open 2020;10. https://doi.org/10.1177/2158244020972359.
[15] Cieślikowski K, Brusokas A. The identification of internal and external attractiveness factors for water parks as tourist destination products. Turyzm/Tourism 2022;32:39–58. https://doi.org/10.18778/0867-5856.32.1.02.
[16] Bravo-Moncayo L, Reinoso-Carvalho F, Velasco C. The effects of noise control in coffee tasting experiences. Food Qual Prefer 2020;86:104020. https://doi.org/10.1016/j.foodqual.2020.104020.
[17] Bae J, Jeon H. Exploring the Relationships among Brand Experience , Perceived Product Quality , Hedonic Value , Utilitarian Value , and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic 2022.
[18] Mukerjee K. The impact of brand experience , service quality and perceived value on word of mouth of retail bank customers : investigating the mediating effect of loyalty. J Financ Serv Mark 2018. https://doi.org/10.1057/s41264-018-0039-8.
[19] Yin J, Cheng Y, Bi Y, Ni Y. Tourists perceived crowding and destination attractiveness : The moderating effects of perceived risk and experience quality. J Destin Mark Manag 2020;18:100489. https://doi.org/10.1016/j.jdmm.2020.100489.
[20] Alimamy S, Al-imamy S. Customer perceived value through quality augmented reality experiences in retail : The mediating effect of customer attitudes. J Mark Commun 2021;00:1–20. https://doi.org/10.1080/13527266.2021.1897648.
[21] Maduretno RBEHP, Junaedi MFS. Exploring the Effects of Coffee Shop Brand Experience on Loyalty : The Roles of Brand Love and Brand Trust 2022;24:289–309.
[22] Suhud U, Puter CD, Wibowo SF. Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta 2021;9. https://doi.org/10.21002/amj.v9i1.8903.
[23] Yi NY. The effects of sustainability management on brand attitude of coffee specialty shops 2019;6:7–12.
[24] Reza NG, Rahayu SR. Pengaruh Kualitas Produk, Brand Image Dan Brand Attitude Terhadap Loyalitas Konsumen Kopi Cap Kuda Kota Metro (Studi Pada Konsumen Kopi Cap Kuda Di Kota Metro) 2022;2:497–504.
[25] Fadli, Lubis SN, Chalil D. Analysis of the Attitude , Preference and Satisfaction of Coffee Customers in the Coffee Shop , Takengon City 2021;8:399–407.
[26] Konuk FA. The role of risk aversion and brand-related factors in predicting consumers’ willingness to buy expiration date-based priced perishable food products. Food Res Int 2018;112:312–8. https://doi.org/10.1016/j.foodres.2018.06.009.
[27] Sung HH, Steve CCH, J. LT. The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity. Int J Hosp Manag 2021;94:102847. https://doi.org/10.1016/j.ijhm.2020.102847.
[28] Amron. The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. Eur Sci Journal, ESJ 2018;14:228. https://doi.org/10.19044/esj.2018.v14n13p228.
[29] Lassoued R, Hobbs JE. Consumer confidence in credence attributes: The role of brand trust. Food Policy 2015;52:99–107. https://doi.org/10.1016/j.foodpol.2014.12.003.
[30] Kotler P, Armstrong G, Opresnik MO. Principle of Marketing. the Sevent. 2018.
[31] Chuenban P, Sornsaruht P, Pimdee P. How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty. Heliyon 2021;7:e06301. https://doi.org/10.1016/j.heliyon.2021.e06301.
[32] Syjung H, Minyoung L, Eunil P, Angel del P. Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea. J Retail Consum Serv 2021;63:102684. https://doi.org/10.1016/j.jretconser.2021.102684.
[33] Heesup H, Ngoc NH, Hakjun S, Lia CB, Sanghyeop L, Wansoo K. Drivers of brand loyalty in the chain coffee shop industry. Int J Hosp Manag 2018;72:86–97. https://doi.org/10.1016/j.ijhm.2017.12.011.
[34] Foroudi P, Jin Z, Gupta S, Foroudi MM, Kitchen PJ. Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. J Bus Res 2018;89:462–74. https://doi.org/10.1016/j.jbusres.2018.01.031.
[35] Hair JF, Ringle CM, Sarstedt M. PLS-SEM: Indeed a Silver Bullet. J Mark Theory Pract 2011;19:139–51. https://doi.org/10.2753/MTP1069-6679190202.
[36] Henseler J, Hubona G, Ray PA. Using PLS path modeling in new technology research: Updated guidelines. Ind Manag Data Syst 2016;116:2–20. https://doi.org/10.1108/IMDS-09-2015-0382.
[37] Srivastava M, Sivaramakrishnan S. The impact of eWOM on consumer brand engagement. Mark Intell Plan 2021;39:469–84. https://doi.org/10.1108/MIP-06-2020-0263.
[38] Geovani W, Ronald, Amelia. Analysis Of The Effect Of Product Quality, Product Style, Product Price, Brand Image, Service Quality And Store Environment Factors On Brand Loyalty Of Uniqlo Customers In Surabaya. Int J Res Publ 2021;69:287–301. https://doi.org/10.47119/ijrp100691120211680.
[39] Irhandi IGNGG, Agung AAP, Sapta IKSS. The Effect of Product Quality and Promotion on the Brand Image in Realizing the Brand Loyalty Hatten Wines in Denpasar. Int J Sustain, Educ Glob Creat Econ 2021;4:58–72.
[40] Song HJ, Wang JH, Han H. Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. Int J Hosp Manag 2019;79:50–9. https://doi.org/10.1016/j.ijhm.2018.12.011.
[41] Karunia E. Brand awareness dan brand experience terhadap brand satisfaction, brand trust dan brand loyalty 2021;23:606–24.
[42] Masitoh D, Kurniawati. Pengaruh Brand Experience terhadap Brand Loyalty melalui Perceived Quality dan Brand Trust pada Pengguna E-Wallet Di indonesia 2023;3:1133–46.
[43] Nabella LA. Pengaruh Brand Attitude and Brand Association terhadap Brand Equity melalui Brand Loyalty Sebagai Variable Intervening Pada Produk Air Minum Kemasan Merek AQUA n.d.:1–11.
[44] Chandra JW, Keni. Brand Experience untuk Memprediksi Brand Attitude pada Konsumen Sporting Brand 2021;23:93–110.
[45] Padmi IGAMM, Suparna G. Open Access The Role of Brand Attitude Mediates the Effect of Electronic Word of Mouth on Purchase Intention at Sekopi Coffee Shop In Denpasar City 2021:414–27.
[46] Kurniawan FA, Adiwijaya M. The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, and Brand Loyalty at Cafe Businesses Based in Surabaya. Petra Int J Bus Stud 2018;1:11–22. https://doi.org/10.9744/ijbs.1.1.11-22.
[47] Hussein AS. Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares dengan SmartPLS 3.0. Univ Brawijaya 2015;1:1–19. https://doi.org/10.1023/A:1023202519395.
[48] Hardiyanto YF. Pengaruh Kualitas Produk, Citra Merek, dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Pengguna Motor Honda Di SURABAYA. STIE Perbanas Surabaya 2017.
[49] Ballester ED. Development and Validation of a Brand Trust Scale. Int J Mark Res 2003;45:1–18. https://doi.org/10.1177/147078530304500103.
[50] Li MW, Teng HY, Chen CY. Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. J Hosp Tour Manag 2020;44:184–92. https://doi.org/10.1016/j.jhtm.2020.06.015.
[51] Tiffany IGAC, Kirana NS, Sutrisno TF. The Influence Of Risk Aversion On Brand Loyalty with Brand Trust and Brand Affect as Mediating Variables 2022.
[52] Farrakhan MZ, Rahab, Suwandari L. Brand Experience towards Brand Loyalty with Brand Trust as Mediation variable 2020:684–93.
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Brand Loyalty-Building Strategy: Influence Product Quality, Perceived Experience Quality, And Brand Attitude Through Mediating Brand Trust. (2025). JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 10(1), 237-253. https://doi.org/10.29407/nusamba.v10i1.22384
