EFFECT OF LOYALTY PROGRAM ADVANTAGES TOWARDS SATISFACTION AND BRAND LOYALTY: INDONESIAN BUBBLE TEA INDUSTRY

Abstract

Tujuan dari penelitian ini adalah untuk mengevaluasi hubungan antara berbagai jenis program loyalitas (praktis, hedonis dan simbolik), kepuasan program dan loyalitas e-commerce (loyalitas program dan loyalitas e-commerce) terkait dengan minuman bubble tea Indonesia. Sebanyak 389 kuesioner dikumpulkan di antara anggota pelanggan bubble tea Indonesia menggunakan purposive sampling. Hubungan antara variabel-variabel yang diusulkan diuji dengan menggunakan model Persamaan Struktural Partial Least Square (PLSSEM). Hasil penelitian menunjukkan bahwa di antara ketiga keunggulan (praktis, hedonis, dan simbolik), hanya keunggulan hedonis dan simbolik yang berpengaruh positif signifikan terhadap kepuasan program. Selain itu, kepuasan program telah terbukti memberikan kontribusi yang signifikan dan positif terhadap program dan loyalitas merek. Ditemukan pula bahwa loyalitas program berpengaruh positif terhadap loyalitas merek. The study aims to shed light on the connection between different type of loyalty programs (practical, hedonic and symbolic), towards program satisfaction and customer loyalty (loyalty to the program and loyalty to the brand) related to Indonesian bubble tea beverages. A total of 389 questionnaires were collected amongst members of the Indonesian bubble tea customers using convenience sampling. The degree of significance between variables was tested using a Partial Least Square Structural Equation modeling (PLS-SEM). Acquired data and analysis infer that among the three advantages (practical, hedonic, and symbolic), only hedonic and symbolic advantages have a significant positive impact on program satisfaction. In addition, program satisfaction has been shown to make a significant and positive contribution to program and brand loyalty. Finally, it is found that program loyalty has a positive effect on brand loyalty.