The Effect of Communication Style and Brand Image on Consumer Loyalty: The Moderating Role of Customer Satisfaction in Kopi Kenangan

Abstract

Purpose: This study aims to examine the influence of Communication Style and Brand Image on Consumer Loyalty, with Consumer Satisfaction serving as a moderating variable, at Kopi Kenangan.

Design/methodology/approach: A quantitative approach was employed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The data were collected through questionnaires completed by 199 respondents who met the research criteria.

Findings: The results of the hypothesis testing indicate that communication style and brand image have a positive and significant effect on consumer loyalty at Kopi Kenangan. Consumer satisfaction was also found to strengthen the influence of communication style and brand image on consumer loyalty, indicating that the higher the level of consumer satisfaction, the stronger the consumer loyalty.

Practical implications: The findings suggest that Kopi Kenangan should prioritize effective communication strategies, maintain a strong and positive brand image, and continuously improve consumer satisfaction to strengthen consumer loyalty. By enhancing these aspects, the company can foster long-term customer relationships, encourage repeat purchases, and increase positive word-of-mouth, thereby improving its competitive advantage in the coffee shop industry.

Originality/value: This study contributes to the consumer behavior and marketing literature by examining the moderating role of Consumer Satisfaction in the relationship between Communication Style, Brand Image, and Consumer Loyalty. It provides empirical evidence from the Indonesian coffee shop industry, particularly Kopi Kenangan, offering valuable insights for both academics and practitioners in developing effective strategies to enhance consumer loyalty.

Paper type: empirical