Image Lifts Experiences, Not Bonds: Explaining Gen Z Loyalty in the Starbucks Rewards Program

Authors

  • Natalia Winata
  • Mayfeline Ludyanto
  • Tiffanie Selina
  • Ivana Edgina Tunandar
  • Gracela Marisa Sanapang Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18568

Abstract

This study explains how experiential marketing and brand attachment shape Gen Z
loyalty in the Starbucks Rewards Program and whether brand image strengthens
these effects. We surveyed 385 Gen Z members in Makassar who had made at least
two purchases in the last month and had redeemed loyalty points. Data were
analyzed using variance-based structural equation modeling with PLS SEM to test
direct paths and interaction terms. Results show that experiential marketing and
brand attachment each have a positive and significant association with loyalty.
Brand image significantly amplifies the effect of experiential marketing on loyalty,
indicating that a favorable image frames and elevates how service episodes are
interpreted and remembered by young consumers. In contrast, the interaction
between brand image and brand attachment is not significant, corresponding to one
rejected hypothesis and suggesting that attachment already operates as a deep bond
that requires little image-based reinforcement. From a managerial perspective,
firms should make everyday experience cues highly visible through coherent
image building, while deepening attachment through recognition, access, and
community within the rewards ecosystem.

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Published

2025-12-23

How to Cite

Winata, N., Ludyanto, M., Selina, T., Tunandar, I. E., & Sanapang, G. M. (2025). Image Lifts Experiences, Not Bonds: Explaining Gen Z Loyalty in the Starbucks Rewards Program. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.18568

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

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