PENGARUH BRAND IMAGE, BRAND IDENTIFICATION DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY DI KEDAI KOPI JOKOPI SURABAYA

Abstract

This research aimed to find out the effect of brand image, brand identification and experiential marketing on the customer’s loyalty at Jokopi coffee shop in Surabaya. This research used quantitative with causal. Furthermore, the research population used customers who had purchased the product at Jokopi Coffee Surabaya, while the research sample was 100 people with accidental technique sampling. Moreover, the research data used primary data. The data collection of this research used questionnaires distribution. Meanwhile, the data analysis technique used multiple linear regressions. The research result showed that: Brand Image had a significant and positive effect on the Customer Loyalty of coffee products at Jokopi Surabaya; Brand identification had a positive and significant on the Customer Loyalty of coffee products at Jokopi coffee Surabaya, and Experiential Marketing had a positive and significant effect on the Customer Loyalty of coffee product at Jokopi Surabaya.
Keywords: brand image, brand identification and experiential marketing