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All Journal Jurnal Publikasi Ilmu Manajemen
Feby Nurhalizah Siregar
Universitas Islam Negeri Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Brand Credibility dan Brand Love terhadap Customer Loyalty dengan Customer Engagement sebagai Variabel Mediasi : (Studi Kasus Konsumen Starbucks di Kota Medan) Feby Nurhalizah Siregar; Atika Atika; Purnama Ramadani Silalahi
Jurnal Publikasi Ilmu Manajemen Vol. 5 No. 1 (2026): Maret: Jurnal Publikasi Ilmu Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v5i1.7002

Abstract

This study aims to determine the effect of brand credibility and brand love on customer loyalty, with customer engagement as a mediating variable among Starbucks consumers in Medan. This study uses a quantitative approach with a non-probability sampling technique through purposive sampling. Data analysis methods used in this study include validity testing, reliability testing, normality testing, heteroscedasticity testing, multicollinearity testing, multiple linear regression analysis, path analysis, simultaneous testing, partial testing, Sobel testing, and coefficient of determination analysis using SPSS software to examine the influence of each variable on customer loyalty. Data collection was conducted using a questionnaire distributed to ninety-seven respondents. The results show that brand love has a positive and significant effect on customer loyalty, while brand credibility has no significant effect on customer loyalty. Simultaneously, the variables of brand credibility, brand love, and customer engagement have a significant influence on customer loyalty. Furthermore, customer engagement is proven to play a significant role in the relationship between brand love and customer loyalty, but does not play a role as a mediator in the relationship between brand credibility and customer loyalty among Starbucks consumers in Medan.
Co-Authors Atika Purnama Ramadani Silalahi