The Effect Between Brand Experience, Customer Satisfaction And Brand Loyalty Among Selected Coffeehouse In Panabo City

Abstract

The study aimed to determine the relationship between brand experience, customer satisfaction and brand loyalty among selected coffeehouse in Panabo City. The independent variable of the study was brand experience and customer satisfaction. The indicator of brand experience was sensory, affective, behavioral and intellectual. On the other hand, the dependent variable of the study was the brand loyalty.The researchers use the descriptive correlation method and random sampling and determining the number of respondents and the statistical tools using the study were Mean and Pearson-r. The results of the computation using r-value is 0.522, 0.397 and 0.460 associated with the significant value of (0.000) of the P-value which is less than the alpha of 0.05. It means that there is a significant relationship between the variables. It implies that brand experience have an impact on brand loyalty, customer satisfaction on brand experience and brand loyalty on customer satisfaction. In other words, brand experience; customer satisfaction can affect brand loyalty among selected coffeehouse.

Keywords: Brand Experiences, Customer Satisfaction, Brand Loyalty, Coffeehouse in Panabo