Brand Gestalt and Attachment Effect on Coffee Shop Loyalty Through Satisfaction
DOI:
https://doi.org/10.59890/ijma.v4i3.15Keywords:
Brand Gestalt, Brand Attachment, Customer Satisfaction, Customer Loyalty, Coffee ShopAbstract
Customer loyalty represents a crucial determinant for sustaining coffee shop enterprises within increasingly digitalized market environments. This research examines the mediating influence of customer satisfaction in linking brand gestalt and brand attachment with customer loyalty outcomes. Quantitative approach utilized primary data obtained from 212 coffee shop consumers in Jakarta, Indonesia. The dataset was processed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that brand gestalt, reflected through integrated brand storytelling and sensory-based experiences, alongside brand attachment, significantly improves customer satisfaction. Moreover, customer satisfaction functions as a mediating variable affecting the relationship between brand gestalt, brand attachment, and customer loyalty. study contributes to the expansion of Brand Attachment Theory and Customer-Based Brand Equity (CBBE) in explaining loyalty formation mechanisms.
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