Pengaruh Dimensi Pengalaman Merek Terhadap Loyalitas Merek Kopi X Dengan Moderasi Usia

Adji, Fine Isnadia (2025) Pengaruh Dimensi Pengalaman Merek Terhadap Loyalitas Merek Kopi X Dengan Moderasi Usia. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan industri kopi lokal di Indonesia memicu persaingan ketat. Budaya ‘ngopi’, daya beli meningkat, dan gaya hidup berubah menciptakan peluang bisnis yang menjanjikan.Homogenitas konsep antar bisnis kopi mendorong inovasi keunggulan kompetitif. Loyalitas pelanggan krusial bagi keberlangsungan bisnis kopi X. Penelitian ini menguji pengaruh pengalaman merek terhadap loyalitas pelanggan di kedai kopi lokal, studi kasus Kopi X.
Penelitian kuantitatif ini menggunakan kuesioner online dan structural equation modeling (SEM) dengan bantuan software AMOS. Variabel independen dalam penelitian ini adalah pengalaman merek (sensorik, afektif, perilaku, dan intelektual) dan brand love. Variabel dependennya adalah loyalitas merek dengan usia sebagai variabel moderasi.
Hasil penelitian menunjukkan bahwa dimensi pengalaman merek seperti sensory experience, affective experience, dan intellectual experience berpengaruh positif dan signifikan terhadal brand love. Namun, dimensi behavioral experience tidak signifikan memengaruhi brand love. Brand love berpengaruh positif dan signifikan terhadap loyalitas merek. Usia memperkuat pengaruh brand love terhadap loyalitas merek.
Penelitian ini diharapkan memberikan kontribusi empiris dalam memahami faktor-faktor yang mempengaruhi loyalitas di kedai kopi lokal. Hasilnya dapat menjadi rekomendasi strategis bagi pelaku bisnis kopi untuk meningkatkan loyalitas pelanggan melalui pengelolaan pengalaman merek yang efektif.
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The growth of the local coffee industry in Indonesia as triggered intense competition. The ‘ngopi’ (coffee-drinking) culture, increasing purchasing power, and evolving lifestyles have created promising business opportunities. The homogeneity concepts among coffee businesses has driven the innovation of competitive advantages. Customer loyalty is crucial for sustainability of Kopi X. This research investigates the influence of brand experience on customer loyalty in local coffee shops, using Kopi X as a case study.
This quantitative study employs an online questionnaire and structural equation modelling (SEM) with the aid of AMOS software. The independent variables are brand experience (sensory, affective, behavioral, and intellectual) and brand love. The dependent variable is brand loyalty, with age serving as a moderating variable.
The research findings indicate that brand experience dimensions such as sensory experience, affective experience, and intellectual experience have a positive and significant effect on brand love. However, the behavioral experience dimension does not significantly influence brand love. Brand love exerts a positive and significant influence on brand loyalty. Age strengthens the influence on brand love on brand loyalty.
This research is expected to provide empirical contributions to the understanding of the factors influencing loyalty in local coffee shops. The results can offer strategic recommendations for coffee business stakeholders to enhance customer loyalty through effective brand experience management.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	kedai kopi lokal, pengalaman merek, brand love, loyalitas merek, usia
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	61101-Magister Management Technology
Depositing User:	Fine Isnadia Adji
Date Deposited:	02 Jul 2025 05:47
Last Modified:	02 Jul 2025 05:47
URI:	http://repository.its.ac.id/id/eprint/119326

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