The Role of Brand Local Image in Mediating the Effect of Brand Experience and Brand Authenticity on Brand Loyalty: A Study on Customers of Modern Outlets of Aming Coffee
Sari
The rapid growth of local coffee shops has intensified competition, requiring differentiation strategies based on brand identity and brand experience to build customer loyalty. This study aims to analyze the effect of brand authenticity and brand experience on brand loyalty, with brand local image as a mediating variable among Aming Coffee customers. This research employs a quantitative approach through an online survey of 230 respondents who have previously made purchases. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that brand authenticity and brand experience have a positive and significant effect on both brand local image and brand loyalty. Furthermore, brand local image significantly mediates the relationship between brand authenticity and brand experience on brand loyalty. These findings suggest that brand authenticity, supported by positive brand experiences and strengthened through a strong local brand image, can enhance long-term customer attachment and loyalty.
Teks Lengkap:
PDF (English)Referensi
Bhaskar, P., Tiwari, C. K., & Joshi, A. (2021). Blockchain in education management: present and future applications. Interactive Technology and Smart Education, 18(1), 1-17.
Abdul Rasid, S. Z., Hashim, A., Anwar, F., & Khalid, A. (2020). As you sow, so shall you reap: Finding customer-based outcomes of socially responsible coffee cafés. British Food Journal, 122(10), 3121–3136. https://doi.org/10.1108/BFJ-01-2020-0031
Adji, F. I., & Sabar, S. (2025). The influence of brand experience dimensions on
brand loyalty of Coffee X with age moderation. Journal Research of Social Science, Economics, and Management, 4(12), 2402–2417. https://doi.org/10.59141/jrssem.v4i12.942
Aprilia, N. E., & Nasir, M. (2025). Analysis of the influence of brand performance, perceived quality, and brand experience on brand loyalty with brand satisfaction as an intervening variable at Fore Coffee in Solo Raya. Mantik Journal, 8(4).
Astuti, W. T. (2023). The influence of brand image, brand love, and brand trust
on brand loyalty in local coffee shop brand names. Journal Research of Social Science, Economics, and Management, 2(12), 3021–3036. https://doi.org/10.59141/jrssem.v2i12.512
Bernarto, I., Berlianto, M. P., Palupi Meilani, Y. F. C., Masman, R. R., &
Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412–426. https://doi.org/10.24912/jm.v24i3.676
Doğrul, Ü., & Koşar, A. (2025). The effect of brand authenticity on brand love in the Turkish mobile phone market: The moderating role of brand image. Eurasian Journal of Business and Economics, 18(35), 29–51. https://doi.org/10.17015/ejbe.2025.035.02
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Helma, A. S., Andika, M. F., & Apriyana, N. (2024). Brand authenticity effects on brand image: Brand study of Converse sneakers for Gen Z. Jurnal Ekonomi, 13(4). https://doi.org/10.54209/ekonomi.v13i04
Hidayat, S., & Setiawati, F. A. (2021). Brand authenticity as a mediator of relationship between self-congruity and consumer loyalty. Psychological Research and Intervention, 4(1), 35–42. https://doi.org/10.21831/pri.v4i1.43949
Indah, D. P., & Ahmadi, A. (2023). Recovery or new struggle? Competitive advantage in “The City of 1000 Coffee Shop”. Jurnal Ekonomi, 12(2), 770. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1731
Karpriana, A. P., Syahbandi, J., Astarani, J., Fahmi, M., Indah, D. P., Ahmadi, A., & Supriyanto, E. (2025). The art of community: A key for sustaining coffee shop business in Pontianak. Journal of International Conference Proceedings (JICP), 7(4), 1056–1066. https://doi.org/10.32535/jicp.v7i4.3989
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071-8330.2019/12-3/1
Lee, H. J. (2022). A study on the effect of customer habits on revisit intention focusing on franchise coffee shops. Information, 13(2), 86. https://doi.org/10.3390/info13020086
Ligaraba, N., Cheng, J., Ndungwane, N. F., & Nyagadza, B. (2024). Brand authenticity influence on young adults’ luxury sneakers brand preference: The mediating role of brand image. Future Business Journal, 10(1), Article 33. https://doi.org/10.1186/s43093-024-00312-w
Liman, C. N., & Ekawati, S. (2025). Determinants of brand loyalty at XYZ coffee shop: A study of Gen Z in Jakarta. International Journal of Application on Economics and Business, 3(3), 1302–1310. https://doi.org/10.24912/ijaeb.v3i3.1302-1310
Maduretno, R. B. E. H. P., & Junaedia, M. F. S. (2022). Exploring the effects of coffee shop brand experience on loyalty: The roles of brand love and brand trust. Gadjah Mada International Journal of Business, 24(3), 289–309. https://doi.org/10.22146/gamaijb.63218
Mahendra, G. (2025). Pengaruh essential faktor dan peripheral faktor terhadap customer experience serta dampaknya terhadap niat berkunjung kembali ke coffee shop (Tesis Magister Pariwisata). Universitas Pendidikan Indonesia. https://repository.upi.edu/140079/
Norris, T., & Sari, D. (2025). The influence of brand authenticity on brand loyalty towards local skincare products: Mediating role of brand attachment. Golden Ratio of Marketing and Applied Psychology of Business, 5(2). https://doi.org/10.52970/grmapb.v6i1.1457
Oenica, E., & Maulida, M. (2024). The impact of brand authenticity towards Indonesian millennials’ brand loyalty through perceived value, brand love, and brand trust in the skincare industry. In S. Musa et al. (Eds.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024) (Vol. 302). Atlantis Press. https://doi.org/10.2991/978-94-6463-585-0_50
Pasaribu, L. A. (2023). Innovation and business networks: Catalysts for success in Medan City’s coffee shop industry. Journal on Economics, Management and Business Technology, 2(1), 17–29. https://doi.org/10.35335/jembut.v2i1.185
Prasidha, H. A., Rohman, F., & Sunaryo, S. (2024). Brand image and brand love as mediation of brand experience on brand loyalty in Samsung smartphone customers. Jurnal Aplikasi Manajemen, 22(2), 509–523. https://doi.org/10.21776/ub.jam.2024.022.02.15
Putra, I. K. M., Sukarta, I. W., Wirga, I. W., Gede, I. G. K., & Sumetri, N. W. (2024). Does brand experience and brand image effects on brand loyalty? International Research Journal of Economics and Management Studies, 3(12), 132–135. https://doi.org/10.56472/25835238/IRJEMS-V3I12P116
Rahmat, & Marso. (2020). Hubungan brand experience, brand image, brand satisfaction, dan brand loyalty dalam perspektif four-stage loyalty model (studi terhadap mahasiswa pengguna smartphone di Tarakan). Jurnal Manajemen Pemasaran, 14(1), 17–24. https://doi.org/10.9744/pemasaran.14.1.17-24
Rappoport, A., & Bernarto, I. (2024). Factors affecting brand loyalty in the Indonesian coffee shop industry (A case of Maxx Coffee). In Sustainability in Action: Transformative Strategies in Management and Accounting (NCBMA 2024).
Rizaldi, N., & Thabrani, G. (2025). Effect of brand experience on brand loyalty: The mediating role of brand satisfaction, brand trust, and brand commitment. Jurnal Economic Resource, 8(2). https://doi.org/10.57178/jer.v8i2.1693
Sari, V. I. P., & Rahardani, M. E. (2024). Hubungan brand experience dan brand authenticity terhadap brand loyalty: Brand love sebagai variabel mediasi. Jurnal Edunomika, 8(1). https://doi.org/10.29040/jie.v8i1.12674
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta. https://inlislite.ipdn.ac.id/opac/detail-opac?id=970
Syaifudin, S. M., & Normagiat, S. (2023). Kunci sukses usaha kedai kopi (Studi kasus – Aming Coffee). Jurnal Borneo Akcaya, 9(1), 64–70. https://doi.org/10.51266/borneoakcaya.v9i1.266
Ulita, N. (2022). Visual branding design review of local coffee store in Jakarta. Eduvest – Journal of Universal Studies, 2(4), 684–697. https://doi.org/10.59188/eduvest.v2i4.411
Wisra, R. F., Ukrita, I., Mukhlis, M., Nefri, J., & Fitrianti, S. (2025). Karakteristik demografi konsumen kafe kopi di Kota Padang. Jurnal Agribisnis Unisi, 14(2). https://doi.org/10.32520/agribisnis.v14i2.4139
DOI: https://doi.org/10.37531/yume.v9i2.11587
Refbacks
- Saat ini tidak ada refbacks.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional