The Relationship of Brand Equity to Customer Loyalty at Jokopi Coffee Shop Surabaya

Abstract

Jokopi is one of the coffee shop in the city of Surabaya that has contemporary coffee drinking products . Currently, coffee shop businesses that sell various brands of coffee beverage products are increasingly wide spread in the city of Surabaya, therefore business competition is one of the problems faced by Jokopicoffee shop. This study aims to analyze the relationship of brand equity to customer loyalty at Jokopi Surabaya coffee shop. Sampling method using accidental sampling. The respondents of the study amounted to 50 buyers of coffee products in Jokopi. The research data was processed using the SEM-PLS method using the help of Soft Ware WarpPLS 7.0. The results showed that brand equity was positively and significantly related to customer loyalty . This means that products from Jokopicoffee shop can attract consumers to always be loyal to buy products at Jokopi Surabaya coffee shop.