The Influence of Brand Image, Satisfaction, Brand Trust on Brand Loyalty with Brand love and Brand Respect as Moderator Variables at House of Musi

RIFKY FADILLAH, RIFKY (2025) The Influence of Brand Image, Satisfaction, Brand Trust on Brand Loyalty with Brand love and Brand Respect as Moderator Variables at House of Musi. S2 thesis, Universitas Andalas.

	Text (cover dan asbtrak) cover dan abstrak.pdf - Published Version Download (452kB)
	Text (bab I (pendahuluan)) bab I (pendahuluan).pdf - Published Version Download (256kB)
	Text (bab akhir (penutup dan kesimpulan)) bab akhir (penutup dan kesimpulan).pdf - Published Version Download (249kB)
	Text (daftar pustaka) daftar pustaka.pdf - Published Version Download (321kB)
	Text (full text) full text.pdf - Published Version Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

The Influence of Brand Image,Satisfaction,Brand Trust on Brand Loyalty with Brand love and Brand Respect as Moderator Variables at House of Musi Rifky Fadillah1,DessyKurnia Sari2,Ma’ruf3 1Universitas Andalas,Faculty of Economic and Business,Master of Management,ikytoeng@gmail.com 2Universitas Andalas,Faculty of Economic and Business,Master of Management,dessyks@eb.unand.ac.id 3Universitas Andalas,Faculty of Economic and Business,Master of Management,maruf@eb.unand.ac.id ABSTRACT This study investigates the impact of brand image, customer satisfaction, and brand trust on brand loyalty at House of Musi, a coffee shop in Padang, Indonesia, with brand love and brand respect serving as moderating variables. Using a quantitative approach, data were collected through structured questionnaires from 212 customers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. The results reveal that brand image significantly and positively influences both customer satisfaction (β = 0.729, p < 0.001) and brand trust (β = 0.399, p < 0.001). Customer satisfaction also directly enhances brand trust (β = 0.436, p < 0.001) and brand loyalty (β = 0.173, p = 0.011), while brand trust further strengthens loyalty (β = 0.160, p = 0.003). Notably, brand love and brand respect significantly moderate the relationship between brand trust and loyalty, though their moderating effects on the satisfaction-loyalty link are insignificant. These findings underscore the importance of fostering emotional connections (brand love and respect) alongside functional drivers (image, satisfaction, trust) to cultivate enduring customer loyalty. The study offers practical recommendations for House of Musi to refine its branding strategies and enhance customer retention in Indonesia’s competitive coffee shop industry. Keywords: Brand loyalty, brand trust, brand image, PLS-SEM, consumer behavior ii The Influence of Brand Image,Satisfaction,Brand Trust on Brand Loyalty with Brand love and Brand Respect as Moderator Variables at House of Musi Rifky Fadillah1,DessyKurnia Sari2,Ma’ruf3 1Universitas Andalas,Faculty of Economic and Business,Master of Management,ikytoeng@gmail.com 2Universitas Andalas,Faculty of Economic and Business,Master of Management,dessyks@eb.unand.ac.id 3Universitas Andalas,Faculty of Economic and Business,Master of Management,maruf@eb.unand.ac.id ABSTRAK Penelitian ini mengkaji pengaruh citra merek, kepuasan pelanggan, dan kepercayaan merek terhadap loyalitas merek di House of Musi, sebuah kedai kopi di Padang, Indonesia, dengan brand love dan brand respect sebagai variable moderasi. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner terstruktur kepada 212 pelanggan, dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan (β = 0,729, p < 0,001) dan kepercayaan merek (β = 0,399, p < 0,001). Kepuasan

Actions (login required)

View Item