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All Journal Veteran Economics, Management & Accounting Review
Dudu Risana
UNVERSITAS PERJUANGAN TASIKMALAYA
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH EVENT MARKETING DAN BRAND EXPERIENCE TERHADAP LOYALITAS KONSUMEN PADA KOPI NAWNAW DI TASIKMALAYA Riki Aksan Aji Ashari Riki; Depy Muhamad Pauzy; Dudu Risana
Veteran Economics, Management, & Accounting Review Vol 4 No 2 (2026)
Publisher : Fakultas Ekonomi Dan Bisnis, Universitas Pembangunan Nasional Veteran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59664/vemar.v4i2.15454

Abstract

The increasingly intense competition in the coffee shop industry requires business owners to develop marketing strategies that can enhance customer loyalty. One of the strategies that can be implemented is the application of event marketing and the creation of a positive brand experience. This study aims to analyze the simultaneous and partial effects of event marketing and brand experience on customer loyalty at Kopi NawNaw Tasikmalaya. This research employed a quantitative method with a causal approach. The sampling technique used was purposive sampling, involving 100 respondents. Data were collected through questionnaires, while data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results indicate that event marketing and brand experience simultaneously have a significant effect on customer loyalty. Partially, event marketing has a positive and significant effect on customer loyalty. Likewise, brand experience also has a positive and significant effect on customer loyalty.
Co-Authors Depy Muhamad Pauzy Riki Aksan Aji Ashari Riki