THE EFFECT OF BRAND PREFERENCE AND BRAND CONVICTION ON CONSUMER LOYALTY OF EXCELSO CAFE

Indriastuti, Herning Herning

International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 5, No 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021

This study intends to analyze and explain the effect of brand preference and brand conviction on consumer loyalty in Excelso Café Samarinda. The samples are consumers of Excelso Cafe. The sampling technique used a probability sampling technique with a simple random sampling method. The numbers of samples are 120 respondents. The analysis was carried out using SPSS. The results of this study indicate that: (1) Brand preference positive and significant effect on consumer loyalty, (2) Brand conviction positive and significant effect on consumer loyalty