Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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Investigating the Improvement of Brand Loyalty in the Coffee Shop Sector: A Quantitative Analysis

Authors
Puspo Dewi Dirgantari1, *, Yusuf Murtadlo Hidayat1, Fathya Shalmasyah1, Ratih Hurriyati1, Raya Sulistyowati2, Mohd Halim Mahphoth3, Wei-Loon Koe3, Yulia Rahmawati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
2Universitas Negeri Surabaya, Surabaya, Indonesia
3Universiti Teknologi MARA Cawangan Melaka, Melaka, Malaysia
*Corresponding author. Email: puspodewi@upi.edu
Corresponding Author
Puspo Dewi Dirgantari
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_45How to use a DOI?
Keywords
Brand Image; Coffee; Credibility
Abstract

This study investigates the intricate relationship between brand loyalty, brand image, and brand credibility in the context of the coffee shop industry. This research uses descriptive and verification methods with a quantitative approach. Two hundred respondents participated in this research and were selected through purposive sampling. The data were processed statistically using the Structural Equation Modeling (SEM) method. We reveal compelling evidence through empirical analysis that brand image and credibility significantly influence brand loyalty. Specifically, our research highlights the pivotal role of uniqueness in shaping brand image while emphasizing attractiveness as the primary driver of brand credibility. These findings underscore the importance of cultivating distinctive brand identities and enhancing visual appeal to foster enduring customer loyalty and bolster brand credibility within the competitive coffee shop market.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_45How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Yusuf Murtadlo Hidayat
AU  - Fathya Shalmasyah
AU  - Ratih Hurriyati
AU  - Raya Sulistyowati
AU  - Mohd Halim Mahphoth
AU  - Wei-Loon Koe
AU  - Yulia Rahmawati
PY  - 2025
DA  - 2025/09/12
TI  - Investigating the Improvement of Brand Loyalty in the Coffee Shop Sector: A Quantitative Analysis
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 369
EP  - 377
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_45
DO  - 10.2991/978-94-6463-817-2_45
ID  - Dirgantari2025
ER  -