THE EFFECT OF BRAND PREFERENCE AND BRAND CONVICTION ON CONSUMER LOYALTY OF EXCELSO CAFE

Authors

  • Herning Herning Indriastuti UNIVERSITAS MULAWARMAN, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v5i3.3277

Abstract

This study intends to analyze and explain the effect of brand preference and brand conviction on consumer loyalty in Excelso Café Samarinda. The samples are consumers of Excelso Cafe. The sampling technique used a probability sampling technique with a simple random sampling method. The numbers of samples are 120 respondents. The analysis was carried out using SPSS. The results of this study indicate that: (1) Brand preference positive and significant effect on consumer loyalty, (2) Brand conviction positive and significant effect on consumer loyalty

Author Biography

Herning Herning Indriastuti, UNIVERSITAS MULAWARMAN

MANAGEMENT DEPARTMENT

References

Amoako, George Kofi, Peter Anabila, Ebenezer Asare Effah, and Desmond Kwadjo Kumi. 2017. “Mediation Role of Brand Preference on Bank Advertising and Customer Loyalty: A Developing Country Perspective.†International Journal of Bank Marketing 35(6): 983–96.

Arief, Muhammad, Athfal Dafiq, and Ibn Widiyanto. 2016. “Study on Brand Preference to Increase Loyalty Interest in Air Fresheners.†Diponegoro Journal of Management 5:1–11.

Cheng, Fei Fei, Chin Shan Wu, and Yi Chieh Chen. 2020. “Creating Customer Loyalty in Online Brand Communities.†Computers in Human Behavior 107(181): 105752.

Chomvilailuk, Rojanasak, and Ken Butcher. 2010. “Enhancing Brand Preference through Corporate Social Responsibility Initiatives in the Thai Banking Sector.†Asia Pacific Journal of Marketing and Logistics 22(3): 397–418.

Ebrahim, Reham, Ahmad Ghoneim, Zahir Irani, and Ying Fan. 2016. “A Brand Preference and Repurchase Intention Model: The Role of Consumer Experience.†Journal of Marketing Management 32(13–14): 1230–59.

Ernawati, Novi, and Dorojatun Prihandono. 2017. “The Influence of Customer Experience and Brand Image on Satisfaction and Its Impact on Loyalty.†Management Analysis Journal 6(1): 221–41.

Himmah, Shofi 'Aliyatul. 2020. “Influence of service recovery on consumer loyalty through consumer satisfaction as intervening variable (Study on Customers of Bank BRI Malang Branch).†Journal of Management Science (JIMMU) 4(2): 210.

Kairupan, Mega C et al. 2013. “Attitude, Belief, Advertising Effectiveness, Purchase Decision.†Journal of EMBA 1(3): 1100–1110.

Kotler, Philip, and Kevin Lane Keller. 2016. “Marketing Management.†In Marketing Management, , 1–833.

Ksatriyani, Sita. 2019. “The Influence of Service Quality, Brand Image, and Price on Customer Satisfaction and Customer Loyalty.†Journal of Management Science and Research 8:1–18.

Retnawati, Berta Bekti, Elia Ardyan, and Naili Farida. 2018. “The Important Role of Consumer Conviction Value in Improving Intention to Buy Private Label Products in Indonesia.†Asia Pacific Management Review 23(3): 193–200.

Sondakh, Conny. 2015. “Service Quality, Brand Image And Its Influence On Customer Satisfaction And Loyalty Of Savings Customers (Study on Taplus BNI Manado Branch Customers).†Journal of Business Research and Management 3(1): 19–32.

Sugiyono. 2015. “metlit sugiyono.Pdf.â€

Warrauw, Wike Laurenzia. 2020. “influence of brand preferences on customer loyalty through consumer satisfaction chatime in.†journal of Management Science and Accounting 8(2): 74–80.

Wolter, Jeremy S., Dora Bock, Jeffery S. Smith, and J. Joseph Cronin. 2017. “Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification.†Journal of Retailing 93(4): 458–76.

Downloads

Published

2021-10-11

How to Cite

Indriastuti, H. H. (2021). THE EFFECT OF BRAND PREFERENCE AND BRAND CONVICTION ON CONSUMER LOYALTY OF EXCELSO CAFE. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 2675–2683. https://doi.org/10.29040/ijebar.v5i3.3277

Issue

Vol. 5 No. 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).