THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON BRAND LOYALTY STARBUCKS COFFEE SHOP

Elisa Faizaty1, Nailul Abror2, Rosa Rilantiana, Roostikasari Nugraheni, Lita
Dwi Nurdiyanti
1 Universitas Internasional Semen Indonesia, Kompleks PT. Semen Indonesia (Persero) Tbk.
Jl. Veteran, Gresik Jawa Timur, 61122 Indonesia
info@uisi.ac.id 
2
IAI Nurul Jadid, JL. KH. Zaini Mun'im, desa, Karanganyar, Paiton, Probolinggo, Jawa Timur
67291, Indonesia
iainjpaiton@yahoo.com 

Abstract

More competitive environment in food and beverage businesses pushes every company to define clearly its competitive advantage and formulate right its marketing strategies. Brand loyalty is a customer’s preference for buying a specific brand among others. Brand loyalty is built by many factors. This research set both of brand image and brand trust as dependent variables. Starbucks became the market leader of coffee shop industry, which have the biggest market share in this industry. But, the trend of declining market share of Starbuck coffee brand is interesting to be studied. This research was conducted at Starbucks Coffee G-walk Citraland Surabaya. The purposes of this research is to find the influence of brand image and brand trust to brand loyalty. The basic premise of this research was developed based on the CBBE Theory of Keller’s. Multiple linear regression analysis was chosen to determine the effect of two independent variables on brand loyalty using interval data scale. Conclusion that can be obtained in this research is: first, the model of this research proved feasible (fit) and significant. Second, all hypothesis are proven and significant at α 0.05, so the hypothesis is accepted. Its explains that the brand image perceived by consumers positively influence the positive loyalty of the brand as well. Brand Trust also has a positive effect on brand loyalty.

Keyword(s): Brand Image, Brand Trust, Brand Loyalty, Starbucks

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