Building Customer Loyalty in a Local Coffee Shop: The Roles of Brand Trust, Customer Experience, and Emotional Marketing

Ni Made Satya Utami; Anak Agung Putu Agung; I Gede Nathan Janiro Dewanta

doi:10.36733/emas.v7i9.14819

Authors

Ni Made Satya Utami Universitas Mahasaraswati Denpasar, Indonesia
Anak Agung Putu Agung Universitas Mahasaraswati Denpasar, Indonesia
I Gede Nathan Janiro Dewanta Universitas Mahasaraswati Denpasar, Indonesia

DOI:

https://doi.org/10.36733/emas.v7i9.14819

Keywords:

brand trust, customer experience, emotional marketing, customer loyalty

Abstract

The rapid growth of the food and beverage industry has contributed to the increasing popularity of coffee shops, particularly in Badung Regency, Bali. This study examines the effects of brand trust, customer experience, and emotional marketing on customer loyalty at Gluck Coffee. A quantitative approach was employed involving 90 respondents selected through purposive sampling. Data were collected through observation, interviews, questionnaires, and documentation. The data were analyzed using research instrument validation, classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The results show that brand trust has no significant effect on customer loyalty, with a significance value of 0.222 > 0.05. Customer experience has a positive and significant effect on customer loyalty, with a significance value of 0.000 < 0.05. Meanwhile, emotional marketing has a negative and significant effect on customer loyalty, with a significance value of 0.000 < 0.05. These findings highlight the importance of customer experience in strengthening customer loyalty in local coffee shop businesses.

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