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Bernarto, Berlianto, Meilani, Masman, and Suryawan: The Influence of Brand ...
Jurnal Manajemen/Volume XXIV, No. 03, October 2020: 412-426
DOI: http://dx.doi.org/10.24912/jm.v24i3.676
412
The Influence of Brand Awareness, Brand Image, and Brand
Trust on Brand Loyalty
Innocentius Bernarto1, Margaretha Pink Berlianto2, Yohana F. Cahya Palupi
Meilani3, Ronnie Resdianto Masman4, and Ian Nurpatria Suryawan5
Universitas Pelita Harapan, Indonesia1,2,3,
Universitas Tarumanagara4,
STIE Trisakti5, Indonesia
Email:
bernarto227@gmail.com
Abstract: The aim of this research is to examine the positive influence of brand
awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big
cities in Indonesia is growing rapidly. Each coffee shop strives to show its uniqueness.
This competition has resulted in them competing to increase competitiveness by using
logos, symbols, unique names – or what is usually called a brand to become a
differentiator among the competitors. This study was done in a quantitative manner. The
data was collected by using a questionnaire distributed using a survey method. Using a
snowball sampling, a total of 436 samples were used and analyzed statistically using the
partial least square – structural equation modeling (PLS-SEM) approach using SmartPls
3.0 program. The results show that brand awareness and brand trust had a positive effect
on brand loyalty. However, the brand image did not have a positive effect on brand
loyalty. This study is expected to provide input to the coffee shop management on how to
increase their brand loyalty which can be done by increasing their brand awareness, brand
image, and brand trust.
Keywords: brand awareness, brand image, brand trust, brand loyalty.
Abstrak: Tujuan dari penelitian ini adalah untuk menguji pengaruh positif kesadaran
merek, citra merek, dan kepercayaan merek terhadap loyalitas merek. Bisnis coffee shop
di kota-kota besar di Indonesia berkembang pesat. Setiap kedai kopi berusaha
menunjukkan keunikannya. Persaingan ini mengakibatkan mereka berlomba-lomba
meningkatkan daya saing dengan menggunakan logo, simbol, nama unik - atau yang biasa
disebut merek untuk menjadi pembeda di antara para pesaing. Penelitian ini dilakukan
secara kuantitatif. Data dikumpulkan dengan menggunakan kuesioner yang didistribusikan
menggunakan metode survei. Menggunakan snowball sampling, total 436 sampel
digunakan dan dianalisis secara statistik menggunakan partial least square-structural
equation modeling (PLS-SEM) menggunakan program SmartPls 3.0. Hasil penelitian
menunjukkan bahwa kesadaran merek dan kepercayaan merek memiliki efek positif pada
loyalitas merek. Namun, citra merek tidak memiliki efek positif pada loyalitas merek.
Penelitian ini diharapkan dapat memberikan masukan kepada manajemen coffee shop
tentang bagaimana meningkatkan brand loyalty yang dapat dilakukan dengan
meningkatkan brand awareness, brand image, dan brand trust.
Kata Kunci: brand awareness, brand image, brand trust, brand loyalty.
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INTRODUCTION
In Indonesia, franchises of cofee shop business have been the current trend. It is also
supported by the fact that Indonesia is one of the producers of coffee or tea in the world,
which is also the main raw material for the coffee shops. Indonesia ranks fourth in coffee
producers in the world after Brazil, Vietnam, and Colombia. In addition, as consumers,
Indonesia also ranks seventh in the world (Directorate General of Estates, 2015). As a
result, the development of the café business in Indonesia is highly promising. In 2016,
more than ten thousand cafés were open in Indonesia, and the total revenue increased from
USD 3.4 billion to USD 4.16 billion in 2013-2018. This condition is predicted to continue
to grow up to 30% (“Potensi bisnis kafe sentuh USD 4,16 milliar“, 2016).
In big cities, the development of coffee shop business is also growing rapidly.
Several previous studies mention that more and more young people in Indonesia like the
trend of visiting coffee shops in their leisure time (Herlyana, 2012; Salendra, 2014). As a
result, more entrepreneurs use concepts or ideas to attract customers of various ages and
social groups. It is also in line with a statement mentioning that the food business in
Indonesia has enormous potential. With an estimated value of IDR 844.35 trillion, all
business actors have the same opportunity where most of them (90%) are independent
(Bella, 2018).
A coffee shop was originally located in a hotel building or mall. However, it has
started to shift a lot more simply. A coffee shop provides coffee and tea drinks and even
snacks in a relaxed atmosphere with live music or played online. Coffee shops are
designed with distinctive interior design, friendly service, and internet connection
(Herlyana, 2012). Changes in the coffee shop from an era to another can be seen from the
design of the building, concepts and the menu offered which are now getting more modern
and diverse (Salendra, 2014). They are not only a place to enjoy coffee and tea, but they
have become a part of the lifestyle of the young consumers in Indonesia. Each coffee shop
strives to show its uniqueness. This competition has resulted in them competing to
increase competitiveness by using logos, symbols, unique names – or what is usually
called a brand to become a differentiator among the competitors. The consumers do not
only visit cafés for the food and drink but also to have a different experience. For this
reason, the café manager must be able to provide the expected experience by
implementing the right marketing strategy for young customers by giving a particular
touch of sensation and emotions in relation to the brand they are developing.
According to (Aaker, 2015), a brand refers to an asset that has equity and moves the
strategy and business performance. A brand with a high positive brand value will help
marketers to market the product because the public has a positive perception of the brand.
It implies that when a brand has high brand equity, the consumers’ intention to buy will
also increase. In addition, a brand is also defined as one of the human intellectual works
that have a relationship with the economy and play a very important role. Referring to the
definition above, a brand also functions as one of the identifiers for one company with
another company (Mardianto, 2011). Further, it is also a means of trade promotion and
guarantee of goods and services. Developing a strong brand is one of the most important
goals of product and brand management. It is mainly because strong brands generate
higher income, both in the short and long term (Kotler and Keller, 2016). Thus, brand
image is one thing that must be considered. Without a positive image and strong brands, it
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is going to be complicated to attract new customers and maintain the regular ones. The
consumer's views and thoughts about a product can lead to trust in the brands and
simultaneously lead to consumer loyalty (Rizan, 2012).
This study emphasizes more on brand loyalty because it is an essential factor for the
success of long-term relationships that are similar to consumer commitment to a café shop
brand. The brand loyalty or commitment owned by a consumer is the result of trust as
loyalty or commitment can be defined as the desire to maintain or improve relationships
with high quality. Therefore, marketers need to understand the brand concept loyalty
(Hawkins, 2013). Further, this study also describes brand awareness and brand trust. It is
because brand trust is very potential in forming high-value relationships with consumers
(Morgan and Hunt, 1994). There are many kinds of research on brand loyalty such as the
ones by (Mao, 2010); (Ika et al., 2011); (Rizan, 2012); (Awan, 2014); (Al-Msallam, 2015).
However, only a few of them discuss the café industry with young consumer respondents
(college students).
THEORITICAL REVIEW
Brand awareness, brand image, brand trust, and brand loyalty. According to (Kardes et
al., 2010), there are two types of brand loyalty which consist of attitude and behavior.
Attitude reflects the overall feel of customers towards the brand, while the behavior is
related to the tendency of customers to repeat purchases. The customers often express
brand loyalty to products that can improve or show identity. Brand loyalty can be defined
as a measure of closeness that consumers feel about a brand. (Aaker, 2015) defined it as a
measure of customer loyalty to a brand where it can identify when a customer about to
switch to other brands offered by competitors, including changes in prices or other
attributes. (Broadbent et al., 2010) defined the brand loyalty as a statement of commitment
in relation to the customer loyalty to a product or service which is going to be consistent
and be present in the future so that there will be ongoing purchases.
Meanwhile, brand awareness is necessary for developing brand equity (Kotler and
Keller, 2016). It refers to the extent to which a consumer can identify a brand. Similarly,
(Kotler and Keller, 2016) also argued that brand awareness is related to the strength of
brand information that allows marketers to measure consumers' ability to identify brands
in various conditions. Further, according to (Aaker, 2015), brand awareness is an asset
affecting perceptions, likes, and even consumer behavior. It can bring impacts to purchase
decisions about brands which at the end will enhance loyalty (Mathew et al., 2014).
Previous studies show that brand awareness had a positive effect on brand image. (Bilgin,
2018); (Permana and Ilham, 2018) confirmed this finding in packaged drinking water
product; (Saleem et al., 2015) in the beverage industry; (Schivinski and Dabrowski, 2015)
in social media communication; (Su and Chang, 2018) in the fast fashion industry; and
Tran, Nguyen, Tran, Tran, and Huynh (2019) in the tourism industry. Besides, the brand
awareness was also found to have a positive effect on brand trust (Bart et al., 2005; Bilgin,
2018; Cassia et al., 2017; Das, 2016; Lee and Jee, 2016; Han et al., 2015). Researches by
(Alkhawaldeh et al., 2017); (Alkhawaldeh and Eneizan, 2018); (Bilgin, 2018); (Kim, and
Petrick, 2018); (Su and Chang, 2018); (Das, 2016); (Su, 2016); (Tran et al., 2019) also
supported that brand awareness had a positive influence on brand loyalty. For this reason,
hypotheses that can be formulated are as follows:
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H1: The higher the brand awareness, the higher the brand image.
H2: The higher the brand awareness, the higher the brand trust.
H3: The higher the brand awareness, the higher the brand loyalty.
Brand image, brand trust, and brand loyalty. Brand image, according to (Kotler and
Keller, 2016), is an assumption about the brand reflected by consumers based on their
memories. (Keller, 2013) explained that there are three parts to the measurement of brand
image. The first part is the attribute. It is a set of characteristics or various aspects of the
brand advertised. It is also divided into two parts, consisting of things that are related and
unrelated to the product. The second part is benefits, consisting of functional, symbolic, or
experiential aspects. (Aaker, 2007) claimed that functional benefits are the most important
benefits of a product. The customers buy a product for its functional benefits. Basically,
the functional benefits are a rational reason for customers to buy and consume a product.
On the other hand, symbolic benefits are the ones related to prestige (Kotler and Keller,
2009). The customers buy a product not merely looking for its functions, but also for the
customers’ self-concept. Meanwhile, the experiential benefit is the one that is felt or
experienced by the customer when using the product he bought. Finally, the third part is
attitude. Attitude is the result of customer evaluation after using a product. The results of
the evaluation can be whether or not the customer likes the product (Sangaji and Sopiah,
2013). When the customers do not like or like a product, the feeling will direct the
customer behavior to buy or not to buy the product.
When a product has a good image, the customers will increasingly believe that the
product is indeed good. This is evident from the results of researches by (Iskandar and
Berlianto, 2018), (Chinomona, 2016); (Lee and Jee, 2016); (Liu et al., 2019) which
confirmed that brand image could contribute to increasing the customer trust in product
brands. Besides, previous researches found that the brand image also had positive effects
on brand loyalty (Alkhawaldeh and Eneizan, 2018; Espinosa et al., 2018; Kim et al., 2018;
Lee et al., 2017; Lin et al., 2017; Liu et al., 2019; Semadi and Ariyanti, 2018; Tran et al.,
2019). Therefore, hypotheses that can be formulated are as follows:
H4: The higher the brand image, the higher the brand trust.
H5: The higher the brand image, the higher the brand loyalty.
Brand trust, and brand loyalty. (Chaudhuri and Holbrook, 2001) defined brand trust as
consumers relying on the brand's ability to carry out its functions consistently. Besides,
(Ika et al., 2011) defined it as the brand's ability to be trusted or reliable, and it is obtained
from the consumers’ confidence that the product is capable to meet its promised value.
Meanwhile, trust refers to the ability to accept an attribute associated with an object or
person (Mahmoudzadeh et al., 2013). It has been seen as a basic and important component
or even as a key concept that governs a relationship (Sorayaei and Marjan, 2013).
According to (Morgan and Hunt, 1994), trust plays a prerequisite for creating and
preserving long-term relationships between companies and customers. (Reichheld and
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Schefter, 2000) stated that trust is the entrance to get customer loyalty. These statements
underline that loyalty can be predicted by trust.
Based on the definitions explained above, it can be concluded that trust is the main
and important thing in building a relationship between companies and consumers. With
the existence of a consumer trust, the consumers are expected to continue to make repeat
purchases. The brand trust has been proved as an antecedent factor of brand loyalty.
Previous researches show than brand trust had a positive effect on brand loyalty
(Chinomona, 2016; Lee and Jee, 2016; Liu et al., 2019; Menidjel et al., 2017; Semadi, and
Ariyanti, 2018). Therefore, a hypothesis that can be formulated is as follows:
H6: The higher the brand trust, the higher the brand loyalty.
Figure 1. Research Model
METHODS
In this study, the target population was all customers of coffee shops in Indonesia.
The sample was obtained using the snowball technique. The data were collected using a
questionnaire. There was a total of 436 respondents involved. The questionnaire was
distributed in various cities in Indonesia through smartphones. The data was then analyzed
using the PLS-SEM approach using the SmartPLs program. Indicators are measured using
5-Likert scale, where 1 = strongly disagree; 2 = disagree; 3 = neutral; 4 = agree and 5 =
strongly agree. All indicators were adapted from (Algesheimer et al., 2005); (Aydin et al.,
2005); (Chaudhuri and Holbrook, 2001); (Fullerton, 2009); (Mudzakkir and Nurfarida,
2015); (Salciuviene et al., 2009); (Setyawan and Adiwijaya, 2018).
The data analysis consists of outer and inner model analysis. At the outer stage,
reliability and validity tests were performed. Reliability testing was done to find out
whether the data from the measurement instruments were reliable or not. The data would
be considered reliable when the composite reliability value is greater than 0.7 (Hair et al.,
2017). Furthermore, the validity testing was done by calculating convergent validity and
discriminant analysis. The convergent validity consists of average variance extracted
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(AVE) and outer loading. The criteria that must be met for the validity test are outer
loading values should be > 0.708, and AVE > 0.5. Furthermore, in the discriminant
analysis, the AVE square root value must be greater than the correlation value between
constructs. The final stage is the inner model. The procedure carried out in this stage was
to estimate collinearity, path coefficient, and significance of the relationship between
constructs, and the coefficient of determination. The criterion that must be met for the
collinearity is that the value of variance inflation factor (VIF) should be < 5.
RESULTS
Respondent Profile. There was a total of 436 respondents involved in this study. There
were 51.5% of male and 48.5% of female customers. Their age varies, where there are
40.4% of 18 - < 22 years old, 34.7% of 22 - < 41 years old, and the rest 23.4% are 41 - <
61 years old. Furthermore, 72.3% of them spent under IDR 100,000 per visit, 24.54% of
them spent IDR 100,000 - 200,000 and the rest 2.98% spent more than IDR 200,000.
Table 1. Respondent Profile
Gender
Male
51.15 %
Female
48.85 %
Age
< 18 years old
1.15 %
18 - < 22 years old
40.37%
22 - < 41 years old
34.86 %
41 - < 61 years old
23.17 %
> 61 years old
0.46%
Last visit to the
coffee shop
< 1 month ago
59.63 %
1 month ago
22.94 %
2 months ago
7.57 %
3 months ago
2.29 %
>3 months ago
7.57 %
Average Spending
< IDR 100,000
72.48 %
IDR 100,000 – 200,000
24.54 %
> IDR 200,000
2.98 %
Source: Results of data processing.
Measurement Model. In the measurement model stage, the construct validity and
reliability were evaluated. The validity evaluation was done by assessing convergent
validity (average variance extracted = AVE) and discriminant validity. Then, composite
reliability was measured. Further, outer loading was also measured for all items of each
construct. The following Table 2 shows the results of the evaluation of reliability, validity,
and outer loading. The AVE ranges from 0.723 to 0.854. The composite reliability ranges
from 0.887 to 0.953. Meanwhile, the outer loading value is between 0.797 to 0.937.
therefore, it could be concluded that all requirements have been met.
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Table 2. Reliability and validity evaluation
Construct
Item
Outer
Loading
Brand Awareness (AVE=0.854; CR=0.921)
BA1
This coffee shop has more complete facilities than other coffee shops.
0.910
BA2
This coffee shop is the best compared to other coffee coffees.
0.937
Brand Image (AVE=0.723; CR=0.887)
BI1
I feel this coffee shop is very well known to the public.
0.823
BI2
I feel this coffee shop has a prestigious image.
0.876
BI3
The manager of this coffee café can be trusted in service
0.851
Brand Trust (AVE=0.834; CR=0.953)
BT1
I trust the coffee shop brand
0.888
BT2
I feel this coffee shop can be trusted.
0.924
BT3
I feel this coffee shop offers a safe product.
0.930
BT4
I think this coffee shop has given as promised.
0.910
Brand Loyalty (AVE=0.724; CR=0.940)
BL1
I will state positive things about this coffee shop brand to others.
0.797
BL2
I would recommend this coffee shop to others.
0.868
BL3
I would encourage colleagues to visit this coffee shop.
0.867
BL4
I recommend this coffee shop to people I know.
0.898
BL5
I consider myself loyal to this coffee shop.
0.823
BL6
This coffee shop is a top choice for me among other coffee cafés.
0.848
Note: AVE = average variance extracted; CR = composite reliability
Source: Results of data processing.
Next, the discriminant analysis used criteria by Fornell-Larcker. The requirement
that must be met is the AVE square root value must be greater than the correlation
coefficient between constructs (Hair et al., 2017). Below, Table 3 shows that all square
root values of each construct are greater than the correlation coefficient between
constructs. Thus, all requirements have been met.
Table 3. Evaluation of Fornell-Larcker Criteria
Brand Awareness
Brand Image
Brand Loyalty
Brand Trust
Brand
Awareness
0.924
Brand Image
0.684
0.850
Brand Loyalty
0.620
0.571
0.851
Brand Trust
0.576
0.684
0.770
0.913
Source: Results of data processing.
Apart from using the Fornell-Larcker criteria, (Hair et al., 2017) also recommended an
evaluation with a Heterotrait-Monotrait (HTMT) ratio. (Hair et al., 2017) explained that
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the HTMT measurement is better than Fornell-Larcker criteria on the discriminant
analysis. The requirement that must be met is that the HTM value must be less than 0.85.
The following Table 4 reveals that no HTMT value is more than 0.85. Therefore, the
requirements have been met.
Table 4. Evaluation of Heretroit-Monotrait (HTMT) Ratio
Brand
Awareness
Brand Image
Brand Loyalty
Brand Trust
Brand Awareness
Brand Image
0.819
Brand Loyalty
0.692
0.640
Brand Trust
0.648
0.770
0.827
Source: Results of data processing.
Structural Model. The stages of the structural model evaluation consisted of measurement
of collinearity issues, hypothesis testing, and coefficient of determination. Table 5 shows
the results of collinearity evaluation. The results reveal that the requirement for VIF value
to be below 5 can be met. The VIF value for each construct ranges from 1.878 to 2.462.
Thus, there is no collinearity in the research model.
Table 5. Evaluation of Multicollinearity
As BT Predictor
As BL Predictor
Construct
VIF
Construct
VIF
BA
1.878
BT
1.962
BI
1.878
BA
1.958
BI
2.462
Note: BI = brand image; BT = brand trust; BL = brand loyalty
Source: Results of data processing.
The next analysis is hypothesis testing. It was done by considering the level of
significance ( = 5%) and testing using one-tailed test criteria. When the -value in the
hypothesis is smaller than = 5%, then the hypothesis can be supported empirically.
However, if the value of -value is greater than = 5%, then the hypothesis is not
supported. Table 6 shows that all hypotheses are supported empirically, except the fifth
hypothesis which states that brand image has a positive effect on brand loyalty. It is
because the value of -value = 7.7% is greater than = 5%.
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Table 6. Hypothesis testing
Hypothesis
Standardized
Path
Coefficient
-value
Decision
H1: The higher the brand awareness, the higher the brand image
0.684
0.000
Supported
H2: The higher the brand awareness, the higher the brand trust
0.203
0.002
Supported
H3: The higher the brand awareness, the higher the brand
loyalty
0.299
0.000
Supported
H4: The higher the brand image, the higher the brand trust
0.546
0.000
Supported
H5: The higher the brand image, the higher the brand loyalty
-0.080
0.077
Not
Supported
H6: The higher the brand trust, the higher the brand loyalty
0.653
0.000
Supported
Source: Results of data processing.
The last evaluation is the evaluation of the coefficient of determination (R2). Brand
image has a coefficient of determination of 0.467 (R2 = 46.7%), meaning that brand image
can be explained by the brand awareness construct by 46.7%, and the rest 53.3% is
explained by other constructs. Furthermore, brand awareness and brand image constructs
explain the brand trust construct by 49%, while the rest 51% is explained by other
constructs. Finally, the brand loyalty construct can be explained the construct of brand
awareness, brand image, and brand trust by 64.2%, and the rest 35.8% is explained by
other constructs. Hair et al. (2017) categorized the value of the coefficient of
determination (R2) for endogenous constructs which ranges from substantial (R2 = 0.75),
moderate (R2 = 0.50), to weak (R2 = 0.25) category. Below, Table 7 shows that all
endogenous constructs are in the moderate category.
Table 7. Evaluation of R-square (R2)
Construct
R2
Category
Brand Image
0.467
Moderate
Brand Trust
0.490
Moderate
Brand Loyalty
0.642
Moderate
Source: Results of data processing.
DISCUSSION
The first hypothesis, which states that the higher the brand awareness, the higher the
brand image, is supported empirically. This result is consistent with the results of previous
studies conducted by (Bilgin, 2018); (Saleem et al., 2015); and (Permana and Ilham,
2018). This revealed that brand awareness was able to improve the coffee shop brand
image. Based on the respondents’ profile, most of them could be considered as the
younger generation of coffee shop lovers because they were at the age group of 18-22
years old, visited the coffee shop in less than 1 month and spent less than IDR 100,000.
Thus, to increase the brand awareness, the coffee shops had to pay attention to their
desires by providing suitable facilities. The efforts that must be made by the management
of the coffee shop to increase their brand image were to complement and maintain the
existing facilities such as providing enough sugar, creamer, spoons, tissues, comfortable
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tables and chairs, WIFI, electric plugs for Smartphone chargers, music and lights. Thus,
the customer would be comfortable while they were discussing, reading or just relaxing.
Next, the second hypothesis, which states that the higher the brand awareness, the
higher the brand trust, is supported empirically. This result is in accordance with the
results of previous studies (Bilgin, 2018; Das, 2016; Han et al., 2015). When the
management of the coffee shop seriously maintained their existing facilities, for example
providing well-functioned electrical outlet, it was possible that the customers would
increase their trust on the coffee shop. They would assume that it was such a safe place to
visit. In addition, if the management could also focuse on maintaining a better
environment for the coffee shop compared to the others, this could also help increasing
their trust that the coffee shop committed in only providing the best for their
customers.With this consistent performance, the credibility of the coffee shop would be
well maintained.
In addition, the third hypothesis, which states that the higher the brand awareness,
the higher the brand loyalty, is supported empirically. This result is in line with the studies
by (Alkhawaldeh et al., 2017); (Alkhawaldeh and Eneizan, 2018); (Bilgin, 2018); (Das,
2016); (Kim et al., 2018); (Su, 2016); (Su and Chang, 2018); and (Tran et al., 2019).
When the customers understood that the coffee shops had quality products and complete
facilities, then they would be loyal, recommend, say positive things to others, and make
the quality coffee shops to be the first choice among other coffee shops. Managing loyalty
through brand awareness was important because the competition among coffee shops also
included providing facilities, offering interesting menus and focusing the growth of new
coffee shops. Therefore, the management must innovate to make the coffee shops unique
compared to the others. For example, they could provide a large television with channels
broadcasting world soccer matches. With such uniquenesses, the customer loyalty would
simultaneously increase, especially among the football lovers.
Further, the fourth hypothesis, which states that the higher the brand image, the
higher the brand trust, is also supported empirically. This result is in accordance with
studies by (Chinomona, 2016); (Lee and Jee, 2016); and (Liu et al., 2019). The brand
image could guarantee brand trust. All indicators on the brand image must be well-
managed to increase the brand trust. For example, the management must strive to make
their coffee shop popular. In addition, the coffee shops must also have a good image or
continue to increase their brand awareness. They must also pay attention to the services.
Besides offering good coffee products, the coffee shop services must also be good and
consistent. The employees must be able to provide continuous good service, for example
by being polite, friendly, error-free, and fast-response in ordering to maintain the
customers’ trust. Further, a prestigious, famous, and trusted coffee shop could predict their
brand trust. When the brand image was getting weaker, it could have an impact on the
decline in customer confidence towards the brand.
Besides, Table 6 reveals that brand awareness and brand image influence brand
trust. The hypothesis test results show that the brand image had a greater influence than
brand awareness. Therefore, it was important for the coffee shop management to continue
to maintain and enhance its brand image through the best services consistently from time
to time. Thus, a prestigious title would be attached to the coffee shop and in the end, the
coffee shop brand would get a high trust from the customers. Another thing that needed to
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be improved was to make the name of the coffee shop well-known to the wider
community through, for example, an intensive marketing communication.
Furthermore, Table 6 also explains that the higher the brand image, the higher the
brand loyalty would be. However, it is not in accordance with the research results by
(Alkhawaldeh and Eneizan, 2018); (Espinosa et al., 2018); (Kim et al., 2018); (Lee et al.,
2017); (Lin et al., 2017); and (Liu et al., 2019); (Semadi and Ariyanti, 2018). An
increasing or decreasing brand image had no direct impact on brand loyalty. In fact, brand
image was not a predictor of brand loyalty, but brand awareness and brand trust. The last
hypothesis testing shows that the higher the brand trust, the higher the brand loyalty would
be. This is consistent with (Chinomona, 2016); (Lee and Jee, 2016); (Liu et al., 2019);
(Menidjel et al., 2017); (Semadi and Ariyanti, 2018). Table 6. reveals that there are two
constructs that directly influence brand loyalty, including brand awareness and brand trust.
The result of this study – which show that most of the respondents spent less than IDR
100,000 – had implied that when the brand image increased, the facilities provided would
bring an impact on the price of the product which could be higher than the customer's
personal budget. However, if the brand image was increased, it was still uncertain that the
customers would make a purchase as many made the coffee shops as a meeting point or
they were just being invited by friends. Therefore, it would not bring any influence on the
brand loyalty. Further, based on the standardized path coefficient, the coefficient of brand
trust (0.653) is greater than the brand awareness coefficient (0.299). Thus, it could be
concluded that brand trust played a big role in increasing brand loyalty.
In the research model, it could also be concluded that from all hypotheses, only one
hypothesis of brand image and brand loyalty which has no positive effect. The research
model also shows that when the brand image increases, the brand image, brand trust, and
brand loyalty will also increase. Therefore, the coffee shop must prioritize its brand
awareness in the coffee shop management operations to maintain the regular customer and
even increase their loyalty to the coffee shop brand.
CONCLUSION
Based on the results of data analysis, it can be concluded that the higher the brand
awareness, the higher the brand image, brand trust and brand loyalty. This indicates that
brand awareness has an important role to predict brand image, brand trust and brand
loyalty. The most important priority of coffee shop management here is how to increase
brand awareness of the coffee shop. However, the high brand image does not also affect
the high brand loyalty and vice versa. No matter how good or bad the brand image of a
coffee shop will not have an impact on increasing or decreasing brand loyalty. Brand
image is not a good predictor of brand loyalty.
The next conclusion is the higher the brand image, the higher the brand trust. This
means that coffee shop management must have a strong commitment to maintaining a
good brand image so that brand trust is also good. Finally, when brand trust increases,
brand loyalty also increases. The impact of brand trust can ultimately increase brand
loyalty from customers. This brand loyalty is most important for coffee shops because
brand loyalty can increase total sales and lead to an increase in coffee shop profits.
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