PENGARUH PENGALAMAN PELANGGAN TERHADAP CITRA MEREK DAN LOYALITAS PELANGGAN DI FORE, JAKARTA BARAT

Abstract

This study aims to analyze the effect of Customer Experience (CE) on Brand Image (BI) and Customer Loyalty (CL) at FORE Coffee in West Jakarta. In the context of rapid digital era development, companies are required to create positive customer experiences in order to build a strong brand image and encourage customer loyalty. The research method used purposive sampling with a total of 110 respondents who had previously made purchases at FORE Coffee outlets in the West Jakarta area. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that Customer Experience has a positive and significant effect on Brand Image, Brand Image has a negative and insignificant effect on Customer Loyalty, and Customer Experience has a positive and significant effect on Customer Loyalty. Based on these findings, this study recommends that FORE Coffee continue to improve the quality of customer experience through service, products, and brand interactions in order to strengthen brand image and maintain customer loyalty.

Keywords — Customer Experience, Customer Loyalty, Brand Image, & PLS-SEM.