Analisis Pengaruh Brand Image, Brand Trust, dan Persepsi Harga terhadap Loyalitas Pelanggan melalui Customer Engagement sebagai Variabel Mediasi (Studi pada Kopi Kenangan Cabang Tlogomas, Kota Malang)

Abstract

Abstract

The rapid growth of the coffee shop industry in Indonesia has triggered intense competition, requiring business players to maintain customer loyalty. Kopi Kenangan leads the market as the most favorite local coffee shop, yet the dynamics of maintaining its loyalty at the local level still require in-depth investigation. This study aims to analyze the effect of brand image, brand trust, and price perception on customer loyalty, both directly and indirectly through customer engagement as a mediating variable. This type of research is explanatory research with a quantitative approach. Primary data were collected through Likert-scale questionnaires from 102 respondents determined using purposive sampling technique with the criteria of Kopi Kenangan Tlogomas Malang City customers who had made purchases at least twice in the last 6 months. The data analysis method used was Structural Equation Modeling (SEM) based on SmartPLS. The results showed that directly, only brand trust and customer engagement had a positive and significant effect on customer loyalty, while brand image and price perception had no significant effect. In the mediation test, customer engagement was proven to fully mediate the relationship between brand image and customer loyalty (full mediation). However, customer engagement was unable to mediate the relationship of either brand trust or price perception on customer loyalty. The practical implication for Kopi Kenangan's management is the importance of utilizing a modern brand image to stimulate customer interaction and emotional attachment first in order to create sustainable loyalty among young consumers.

Keywords: Brand Image, Brand Trust, Price Perception, Customer Engagement, Customer Loyalty.