THE INFLUENCE OF BRAND NAME, PRODUCT QUALITY, PRICE, STORE ENVIRONMENT, PROMOTION, AND SERVICE QUALITY TOWARDS BRAND LOYALTY: A CASE OF JCO DONUT AND COFFEE IN SOUTH JAKARTA AND SOUTH TANGERANG

Abstract

The growth of JCo Donuts and Coffee Indonesia has been developed rapidly in several years back, but the lead in donuts industry in Indonesia is still centered to the Dunkin Donuts for the last 2 years according to the Top Brands Awards Indonesia. With the changing lifestyle of Indonesian consumers, more educated people and affluent, people tend to eating-out especially in café or places that has a comfortable ambience to hang out, this habit is not only followed by young generation but also the older ones. This research aims to test and analyze the Impact of Brand Loyalty factors toward Brand Loyalty of JCo Donuts and Coffee in South Jakarta and South Tangerang. The six factors of brand loyalty are brand name, product quality, price, promotion, service quality and store environment. Questionnaires were distributed and self-administered to 350 respondents who have been visited in Jco Donut and Coffee in South Jakarta and South Tangerang. This research is using the purposive sampling. The result on this research has shown that brand loyalty factors (brand name, Product Quality, Promotion and Service Quality) has influence towards Brand royalty. Adjusted R square of 0.540 showed that 54.0% Brand Loyalty of JCo Donuts and Coffee in South Jakarta and South Tangerang can be explained by Brand Name, Product Quality, Promotion and Service Quality. While the remaining 46.0% are influenced or explained by other variables not included in this research model. This study can be a base for the next research in terms of certain variable such as Brand Name, Product Quality, Price, Store Environment, Promotion and Service Quality.