THE INFLUENCE OF BRAND IMAGE, BRAND TRUST, AND PRODUCT QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION OF STARBUCKS READY-TO- DRINK (RTD)

Abstract

Coffee production and consumption in Indonesia increase gradually every year. This opens up many opportunities for the coffee shop industry to develop in Indonesia. Starbucks Corporation has the largest market share in the coffee

industry. Starbucks is collaborating with Nestle to present Starbucks Ready-to- Drink (RTD) cans with the aim of expanding market share. This research is

expected to provide evidence that supports the public on how brand image (X1), brand trust (X2), and product quality (X3) factors influence customer loyalty (Y) by shaping customer satisfaction (Z) in relation to the canned version of Starbucks Ready-to-Drink (RTD). The sampling method used was purposing sampling. A total of 150 respondents were successfully obtained as samples. The application used to process data is SmartPLS 4. The findings of this study revealed that brand image and product quality have a significant and positive impact on customer satisfaction, brand trust has no significant but has positive impact on customer satisfaction, and customer satisfaction has a significant and positive impact on customer loyalty.