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What is Brand Awareness and Loyalty in Coffee Shops about?

This research investigates the positive effects of brand awareness and brand trust on brand loyalty within the coffee shop industry in Indonesia, revealing that while both factors significantly influence loyalty, brand image does not. The study utilized a quantitative approach with a sample of 436 participants, analyzed using PLS-SEM. The findings aim to guide coffee shop management in enhancing brand loyalty through improved brand awareness and trust.

Author

Feliculo Japona

Language

EN