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All Journal GEMA EKONOMI International Journal of Application on Economics and Business J-CEKI
Septiani, Yunita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : GEMA EKONOMI

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Pengaruh Consumer Education Terhadap Brand Loyalty Yang Dimediasi Oleh Brand Engagement Septiani, Yunita; Kurniawati, Kurniawati
GEMA EKONOMI Vol 11 No 1 (2022): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

This study aims to find out how much influence consumer education has on brand loyalty mediated by brand engagement at the 6 (six) most coffee shops in Indonesia, namely Janji Jiwa, Starbucks, J.Co Donuts & Coffee, Dunkin Donuts, Kulo and Kopi Kenangan. The data collected is primary data, which is data collected directly by researchers to answer research problems and goals. The unit of analysis in this study is individuals, because consumer education, brand engagement, and brand loyalty analyzed are for generation Z who have made purchases in 6 (six) coffee shops with the highest number of shops in Indonesia with a sample of 200 respondents. The data collection technique used is to deploy a questionnaire with a one-shoot time horizon. The results of this study show that there is an influence of consumer education on brand loyalty mediated by brand engagement.
Pengaruh Consumer Education Terhadap Brand Loyalty Yang Dimediasi Oleh Brand Engagement Septiani, Yunita; Kurniawati, Kurniawati
GEMA EKONOMI Vol 11 No 1 (2022): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

This study aims to find out how much influence consumer education has on brand loyalty mediated by brand engagement at the 6 (six) most coffee shops in Indonesia, namely Janji Jiwa, Starbucks, J.Co Donuts & Coffee, Dunkin Donuts, Kulo and Kopi Kenangan. The data collected is primary data, which is data collected directly by researchers to answer research problems and goals. The unit of analysis in this study is individuals, because consumer education, brand engagement, and brand loyalty analyzed are for generation Z who have made purchases in 6 (six) coffee shops with the highest number of shops in Indonesia with a sample of 200 respondents. The data collection technique used is to deploy a questionnaire with a one-shoot time horizon. The results of this study show that there is an influence of consumer education on brand loyalty mediated by brand engagement.
Co-Authors Damayanti, Wulan Risky Eti Hadiati Fanandaru, Esti Mulya Hanum, Aiswara Zatira Kurniawati Kurniawati reliyanti, Setia Wahyuni, Nofi