The Effect of Brand Association, Brand Identity, Brand Advocate on Consumer Satisfaction at Starbucks Coffee Outlet in Medan City

Fadli Hazmi, Endang Sulistya Rini, Syafrizal Helmi Situmorang

Abstract


This study aims to analyze the effect of brand association, brand identity, brand advocate on consumer satisfaction at Starbucks outlets in Medan City. This study uses a descriptive quantitative approach with data analysis using path analysis. The sample in this study amounted to 100 people with a sampling technique, namely purposive sampling. The results showed that there was a positive and significant influence between brand associations on consumer satisfaction . Furthermore, the results of the study explain that the second hypothesis also answers that there is a positive and significant influence of brand identity on consumer satisfaction . Then, the results of the study explain that the second hypothesis also answers that there is a positive and significant influence of brand advocate on consumer satisfaction.


Keywords


Consumer Satisfaction, Brand Association, Brand Identity, Starbucks Coffee

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.303

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