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All Journal EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
I Gede Nathan Janiro Dewanta
Universitas Mahasaraswati Denpasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Building Customer Loyalty in a Local Coffee Shop: The Roles of Brand Trust, Customer Experience, and Emotional Marketing Ni Made Satya Utami; Anak Agung Putu Agung; I Gede Nathan Janiro Dewanta
EMAS: Jurnal Ekonomi, Manajemen dan Bisnis Vol. 7 No. 9 (2026): EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v7i9.14819

Abstract

The rapid growth of the food and beverage industry has contributed to the increasing popularity of coffee shops, particularly in Badung Regency, Bali. This study examines the effects of brand trust, customer experience, and emotional marketing on customer loyalty at Gluck Coffee. A quantitative approach was employed involving 90 respondents selected through purposive sampling. Data were collected through observation, interviews, questionnaires, and documentation. The data were analyzed using research instrument validation, classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The results show that brand trust has no significant effect on customer loyalty, with a significance value of 0.222 > 0.05. Customer experience has a positive and significant effect on customer loyalty, with a significance value of 0.000 < 0.05. Meanwhile, emotional marketing has a negative and significant effect on customer loyalty, with a significance value of 0.000 < 0.05. These findings highlight the importance of customer experience in strengthening customer loyalty in local coffee shop businesses.
Co-Authors Anak Agung Putu Agung