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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Darwis Saputra Laurianto
Fakultas Bisnis dan Ekonomika Universitas Surabaya
Education

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PENGARUH CONSUMER-BASED BRAND EQUITY THE COFFEE BEAN & TEA LEAF SURABAYA ATAU MAXX COFFEE SURABAYA TERHADAP CUSTOMER SATISFACTION DAN BRAND LOYALTY MENURUT PELANGGAN SURABAYA Darwis Saputra Laurianto; Indarini Indarini; Silvia Margaretha
CALYPTRA Vol. 7 No. 2 (2019): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

This study investigates the effect of the brand equity on the customer satisfaction and the brand loyalty of The Coffee Bean & Tea Leaf or Maxx Coffee coffee shop’s customers. The Coffee Bean & Tea Leaf is the strongest competitor of Maxx Coffee. The results of this study found that staff behaviour, ideal self-congruence, and lifestyle-congruence are factors that have a significant positive effect on customer satisfaction at The Coffee Bean & Tea Leaf. Physical quality and brand identification are factors that have no significant effect on customer satisfaction at The Coffee Bean & Tea Leaf. Physical quality and staff behavior are factors that have a significant positive effect on customer satisfaction at Maxx Coffee. Ideal self-congruence, brand identifcation, andlifestyle-congruenceare factors that have no significant effect on customer satisfaction at Maxx Coffee. However, in both of The Coffee Bean & Tea Leaf and Maxx
Co-Authors . Indarini Silvia Margaretha