Loyalty is an essential asset for a particular brand to maintain excellent relationships with its customers and secure its continuing long-term business. An understanding customers' emotional and rational dimensions regarding brand performance is required to collect information to develop a great brand management strategy. Therefore, this study examines mediating roles of both brand love and brand trust in relation to the dimensions of brand experience (sensory, affective, intellectual, and behavioral) and brand loyalty in the coffee shop business context. A total of 225 valid questionnaires were collected from Generation Z (Gen Z) and Y (Gen Y) coffee consumers in Yogyakarta, Indonesia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was selected as an analytical method to evaluate the research results. The results show that affective, intellectual, and behavioral experiences directly influence brand love and brand trust, while the sensory experience only affects brand love. Furthermore, brand love and brand trust are proven to have a direct influence on brand loyalty. Subsequently, brand love successfully mediates the effect of each dimension of brand experience on brand loyalty. In contrast, brand trust is not successful in mediating the effect of sensory experience on brand loyalty. The results also clearly show that none of the model coefficient paths are significantly moderated by generation due to the small age gap. Finally, the findings suggest what all factors that could enhance brand loyalty to achieve competitive advantages and develop marketing strategies are. Limitations and further research are also discussed.
The purpose of this research is to determine the effect of online review elements, including electronic Word of Mouth (eWOM) quantity, credibility, and quality, on customer’s online repurchase intention through the mediating roles of online seller trust and perceived usefulness of the website. A partial least square (PLS) based structural equation modeling (SEM) was chosen to evaluate the measurement of research constructs and test the research hypotheses. This research uses data collected through online questionnaires in Yogyakarta, Indonesia. The respondents’ criterion was college students who had read online recommendations before making purchases on Bukalapak.com, an e-commerce platform in Indonesia. The results suggest that the credibility and quality of eWOM have a positive direct effect on consumers’ repurchase intention, while the eWOM quantity has a negative influence on repurchase intentions. The eWOM credibility and quality indirectly influence repurchase intentions through trust in the online vendor. The perceived usefulness of the websiteonly mediates the influence of eWOM quality on online repurchase intention. Limitations and further research were also discussed.
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