THE The Influence Of Customer Engagement On Brand Loyalty With Brand Attachment And Customer Trust As Intervening Variables: A Case Study At Starbucks Ijen, Malang City
DOI:
https://doi.org/10.24256/kharaj.v8i1.8742Keywords:
Brand Attachment, Brand Loyalty, Customer Engagement, Consumer Trust, Premium CoffeeAbstract
This study aims to examine the influence of Customer Engagement on Brand Loyalty with Brand Attachment and Customer Trust as intervening variables in the context of Starbucks Ijen Malang. A quantitative descriptive and causal approach was employed, with data collected from 100 respondents using questionnaires and analyzed through SEM-PLS. The findings reveal that Customer Engagement has a strong and significant impact on Brand Loyalty, both directly and indirectly. Brand Attachment demonstrates the highest mediating effect, indicating that emotional bonds play a dominant role in fostering loyalty, while Customer Trust also significantly contributes as a mediator, although to a lesser extent. The results confirm that high engagement enhances both emotional attachment and trust, which in turn strengthen customer loyalty. The study contributes theoretically by enriching the understanding of the interrelationship between engagement, attachment, and trust in loyalty formation, and practically by providing insights for Starbucks to strengthen relationship marketing strategies. The research is limited to a single location with non-probability sampling, suggesting future studies should broaden scope, adopt mixed methods, and incorporate additional variables such as satisfaction or brand experience. Overall, this study highlights that sustainable Brand Loyalty in premium coffee shops can be achieved through active engagement, emotional attachment, and consistent trust.
References
Bidayah, M., & Rakhmawati, D. Y. (2024). Pengaruh Brand Trust Dan Brand Experience Terhadap Brand Loyalty Melalui Emotional Brand Attachment Pada La Tulipe Kosmetik. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 172–186.
David, A. (2017). Aaker On Branding; 20 Prinsip esensial mengelola dan mengembangkan brand. Gramedia Pustaka Utama.
Fajarini, A., & Meria, L. (2020). Pengaruh kualitas pelayanan terhadap kepercayaan dan loyalitas pelanggan dimediasi kepuasan pelanggan (Studi kasus Klinik Kecantikan Beauty INC). JCA of Economics and Business, 1(02).
Hair, J. F. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). sage.
Herman, Si., & Hardilawati, W. L. (2025). PENGARUH BRAND IMAGE, BRAND ATTITUDE DAN BRAND ATTACHMENT TERHADAP BRAND LOYALTY PADA MC. DONALD’S DI KOTA PEKANBARU. JURNAL ILMIAH MAHASISWA MERDEKA EMBA, 4(1), 1231–1245.
Kotler, P., & Keller, K. L. (2021). Manajemen Pemasaran edisi 13 jilid 2.
Lestari, S., Wahib, M., & Susanto, A. (2024). " Peran Emotional Branding dalam Meningkatkan Loyalitas Konsumen : Studi pada Industri Makanan dan Minuman " Pendahuluan Latar Belakang Industri makanan dan minuman merupakan salah satu sektor bisnis yang terus mereka dari kompetitor . Salah satu pendekat. 1(1), 1–10.
Mansur, N. S. Y. (2024). Coffee Shop Loyalty Model: A Review. Co-Value Jurnal Ekonomi Koperasi Dan Kewirausahaan, 15(4).
Nur, A., Cahyani, P. D., & Ningrum, N. K. (2024). Pengaruh Customer Engagement Terhadap Brand Loyalty Dengan Brand Attachment Dan Customer Trust Sebagai Variabel Intervening. Jurnal Manajemen Terapan Dan Keuangan, 13(04), 1092–1107. https://doi.org/10.22437/jmk.v13i04.33270
Park, C. W., Park, C. W., Macinnis, D. J., Priester, J., & Eisingerich, A. B. (n.d.). USC Marshall School of Business Marshall Research Paper Series Working Paper MKT 16-10 Brand Attachment and Brand Attitude Strength : Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers Marshall School of Business , University of.
Polat, A. S., & Cetinsoz, B. C. (2021). The Mediating Role of Brand Love in the Relationship Between Consumer-Based Brand Equity and Brand Loyalty: a Research on Starbucks. Journal of Tourism and Services, 12(22), 150–167. https://doi.org/10.29036/jots.v12i22.252
Pratama, M. A., Siregar, R. P. S., & Sihombing, S. O. (2019). The Effect of Consumer-Based Brand Equity and Satisfaction on Loyalty: An Empirical Study. Jurnal Economia, 15(2), 275–291. https://doi.org/10.21831/economia.v15i2.27314
Prihatiningrum, R. R. Y., & Al Khadafi, S. N. (2024). The effect of brand experience, brand loyalty, and Self-Congruity on positive word of mouth with brand love as an intervening variable: A study in Banjarbaru Starbucks customers. Open Access Indonesia Journal of Social Sciences, 7(2), 1375–1380.
Putri, D. O., & Suci, R. P. (2022). Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87). Bulletin of Management and Business, 3(1), 284–293.
Rini, R. L. P., & Hasbi, I. (2024). Pengaruh Social Media Marketing terhadap Customer Engagement dan Brand Loyalty di Zalora Indonesia. Ekonomis: Journal of Economics and Business, 8(1), 868. https://doi.org/10.33087/ekonomis.v8i1.1791
Saulina, A. R., & Syah, T. Y. R. (2018). How Service Quality Influence of Satisfaction and Trust Towards Consumer Loyalty in Starbucks Coffee Indonesia. Iarjset, 5(10), 11–19. https://doi.org/10.17148/iarjset.2018.5102
Schiffman, L., O’Cass, A., Paladino, A., & Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU.
Silvina Herman, W. L., Hardilawati, & Sulistyandar. (2025). Pengaruh Brand Image, Brand Attitude Dan BRAND Attachment Terhadap Brand Loyalty Pada Mc.Donalds Di Kota Pekanbaru. Jurnal Ilmiah MahasiswaMerdeka EMBA, 4(1), 1231–1245.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78.
Sopiah, E. M. S., & Sangadji, S. (2016). Salesmanship (Kepenjualan). Jakarta: Bumi Aksara.
Widodo, T., & Alivia Febrianti, I. V. (2021). Pengaruh Customer Engagement Terhadap Brand Loyalty Dengan Variabel Mediasi Brand Attachment Dan Customer Trust. Jurnal Mitra Manajemen, 5(5), 343–356. https://doi.org/10.52160/ejmm.v5i5.537
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 ahmed Alhamrouni, Siti Asiyah, Ridwan Basalamah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
