PENGARUH EKUITAS MEREK TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS MEREK COFFEE SHOP DI SURABAYA

This study aims to observe the effect of physical quality, staff behavior, ideal self-congruence, brand identification, and lifestyle congruence on consumer satisfaction and consumer satisfaction on brand loyalty. The research was conducted by distributing questionnaires. The objects studied were consumers from local coffee shops (Caturra, Caliber, Monopole, and Volks). The respondent obtained were 130 and 109 data were processed using the PLS technique with the help of the SmartPLS application. The results showed that physical quality and staff behavior had a significant effect on consumer satisfaction, while ideal self-congruence, brand identification, and lifestyle congruence had an effect but not significant on consumer satisfaction. In this study it was also found that consumer satisfaction has an effect on brand loyalty. Abstrak Penelitian ini bertujuan untuk mengukur pengaruh kualitas fisik, perilaku karyawan, kesesuaian diri, identifikasi merek, dan kesesuaian gaya hidup terhadap kepuasan konsumen dan kepuasan konsumen terhadap loyalitas merek. Penelitian dilakukan dengan penyebaran kuesioner. Obyek yang diteliti adalah konsumen dari coffee shop lokal (Caturra, Calibre, Monopole, dan Volks). Responden yang diperoleh sebanyak 130 dan sebanyak 109 data diolah menggunakan teknik PLS dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa kualitas fisik dan perilaku karyawan berpengaruh signifikan terhadap kepuasan kon­sumen, sedangkan kesesuaian diri, identifikasi merek, dan kesesuaian gaya hidup berpengaruh namun tidak signifikan terhadap kepuasan konsumen. Dalam penelitian ini juga didapati bahwa kepuasan konsumen berpengaruh terhadap loyalitas merek.