Track: Business Management

Abstract

This paper wants to analyse the effect of consumer ethnocentrism, consumer satisfaction and brand trust on brand loyalty at Starbucks Indonesia. The object to be examined in this research is the Starbucks brand loyalty. This research uses a quantitative approach and a data collection method with a questionnaire. Respondents of this research are people who as costumer of Starbucks products and live in Java Island and Bali Island. Testing validity, reliability and regression in this research uses Stata Software. Therefore, this paper wants to test how Consumer Ethnocentrism, Consumer Satisfaction, and Brand Trust can increase brand loyalty. The econometrics model in this study is the effect of Consumer Ethnocentrism, Consumer Satisfaction, and Brand Trust on brand loyalty at Starbucks Indonesian. The analytical method in this study is Robust Least Squared Model. The results of the analysis of this study conclude that an increase in Consumer Ethnocentrism, Consumer Satisfaction and Brand Trust can significantly increase brand loyalty.