Electronic Resource

Pengaruh Brand Experience dan Promosi terhadap Brand Loyalty:Peran Boikot sebagai Moderasi pada Starbucks

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Goal : This study aims to analyze the effect of Brand Experience
and promotion on Brand Loyalty at Starbucks in Indonesia,
and analyze the role of boycott as a moderating variable in
the relationship.
Method : This quantitative research uses online survey method with
purposive sampling technique in 15 major cities in
Indonesia. Data were collected through online
questionnaires from at least 180 respondents who are
Starbucks consumers. Data analysis used Partial Least
Squares Structural Equation Modeling (PLS-SEM) with
SmartPLS 3.
Fact/Finding : The results show that Starbucks has successfully built a
strong Brand Experience and an effective promotional
strategy in influencing Brand Loyalty. However, the boycott
campaign provided new challenges, reducing the
effectiveness of Brand Experience in building loyalty.
Interestingly, the promotional strategy remains effective in
maintaining Brand Loyalty despite the boycott campaign,
demonstrating the success of the company's adaptive
strategy.

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 ALA p

Publisher

Bogor : IAI Tazkia., 2024

Collation

MBS

Language

Indonesia

ISBN/ISSN

NIM.2010101206

Classification

658.8342

Content Type

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Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Brand Experience

Specific Detail Info

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Statement of Responsibility

Aghnia Pitaloka Alamsyah

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