Factors Influencing and Their Impact On Brand Evangelism
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Abstract
This research aims to examine and understand whether interaction quality, physical environment quality, result quality, brand image, brand symbolism, and customer satisfaction influence and impact brand evangelism at Starbucks Jabodetabek. The study falls under the category of quantitative descriptive research. Data were collected from the target population consisting of individuals with Starbucks Cards, making purchases at Starbucks twice a week, have ever recommended Starbucks to friends or family, and residing in the Jabodetabek area. Data collection involved the distribution of questionnaires, with a total of 201 respondents participating in the study. Subsequently, the data were processed and analyzed using the Partial Least Square Structural Equation Modeling (PLS SEM) approach from Smartpls 3.0. Multiple regression analysis was employed in the data analysis. The research findings indicate that interaction quality, physical environment quality, result quality, brand image, brand symbolism, and customer satisfaction positively influence brand evangelism at Starbucks Jabodetabek. Therefore, it is recommended that Starbucks enhance customer satisfaction performance to increase brand evangelism in the Jabodetabek region.
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How to Cite
Widodo, M., Ginting, A. M., & Ginting, A. M. (2024). Factors Influencing and Their Impact On Brand Evangelism . Enrichment : Journal of Management, 13(6), 3773-3781. https://doi.org/10.35335/enrichment.v13i6.1837
References
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Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 53–68. https://doi.org/10.33059/jseb.v11i1.1722
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Glaveli, N., Papadimitriou, D., Karagiorgos, T., & Alexandris, K. (2023). Exploring the role of fitness instructors’ interaction quality skills in building customer trust in the service provider and customer satisfaction. European Sport Management Quarterly, 23(3), 767–788. https://doi.org/10.1080/16184742.2021.1928256
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Harrigan, P., Roy, S. K., & Chen, T. (2021). Do value cocreation and engagement drive brand evangelism? Marketing Intelligence and Planning, 39(3), 345–360. https://doi.org/10.1108/MIP-10-2019-0492
Henseler, J. (2017). Bridging Design and Behavioral Research With Variance-Based Structural Equation Modeling. Journal of Advertising, 46(1), 178–192. https://doi.org/10.1080/00913367.2017.1281780
Imam Ghozali. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris, 3/E. (3rd ed.). Badan Penerbit Undip.
Javed, S., Rashidin, M. S., Zhu, M., Xu, Z., Jian, W., & Zuo, S. (2021). Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust. SAGE Open, 11(1). https://doi.org/10.1177/21582440211003566
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Khuong, M. N., & Tran, N. T. H. (2018). The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long’s Packaged Tea Products. International Journal of Trade, Economics and Finance, 9(1), 8–13. https://doi.org/10.18178/ijtef.2018.9.1.580
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Lee, S., & Phau, I. (2018). Young tourists’ perceptions of authenticity, perceived value and satisfaction: the case of Little India, Singapore. Young Consumers, 19(1), 70–86. https://doi.org/10.1108/YC-07-2017-00714
Matzler, K., Pichler-Luedicke, E., & Hemetsberger, A. (2007). Who is spreading the word? The influence of extraversion and openness on consumer passion and evangelism. https://www.researchgate.net/publication/234023910
Morales Mediano, J., & Ruiz-Alba, J. L. (2019). New perspective on customer orientation of service employees: a conceptual framework. Service Industries Journal, 39(13–14), 966–982. https://doi.org/10.1080/02642069.2018.1455830
Nicholls, R., & Gad Mohsen, M. (2019). Managing customer-to-customer interaction (CCI) – insights from the frontline. Journal of Services Marketing, 31(7), 798–814. https://doi.org/10.1108/JSM-11-2018-0329
Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021684
Piątkowska, M. (2023). Do perceived value and satisfaction affect customers’ behavioural intentions? A case study of Polish squash clubs. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2023(2(17)), 17–31. https://doi.org/10.7172/2449-6634.jmcbem.2023.2.2
Ren, Y. X., Choe, Y., & Song, H. J. (2023). Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand. International Journal of Hospitality Management, 108. https://doi.org/10.1016/j.ijhm.2022.103351
Richey, L. A., & Ponte, S. (2021). Brand Aid and coffee value chain development interventions: Is Starbucks working aid out of business? World Development, 143, 105193. https://doi.org/10.1016/J.WORLDDEV.2020.105193
Sharma, P. (2023). Destination evangelism and engagement: Investigation from social media-based travel community. Electronic Commerce Research and Applications, 57. https://doi.org/10.1016/j.elerap.2022.101228
Sharma, R. (2017). Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions. Metamorphosis: A Journal of Management Research, 16(1), 45–59. https://doi.org/10.1177/0972622517702187
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(June 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Statistia. (2023a, April 5). Total number of Starbucks Licensed Stores in Indonesia during Fiscal Year 2021 and 2022. Https://Www.Statista.Com/Statistics/1376087/Number-of-Starbucks-Licensed-Stores-Indonesia/.
Statistia. (2023b, May 2). Number of Coffee Shop Outlets Indonesia 2019-2022, by Brand. Https://Www.Statista.Com/Statistics/1034500/Indonesia-Coffee-Shop-Outlets-Number-by-Brand/.
Alfirahmi. (2019). FENOMENA KOPI KEKINIAN DI ERA 4.0 Ditinjau dari Marketing 4.0 dan Teori Uses and Effect. Jurnal Lugas, 24(1), 24–32. http://ojs.stiami.ac.id
Areiza-Padilla, J. A., Cervera-Taulet, A., & Puertas, M. A. M. (2020). Ethnocentrism at the coffee shop industry: A study of starbucks in developing countries. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–20. https://doi.org/10.3390/joitmc6040164
Badan Pusat Statistik. (2023). Jumlah Penduduk Pertengahan Tahun (Ribu Jiwa), 2021-2023. https://www.bps.go.id/indicator/12/1975/1/jumlah-penduduk-pertengahan-tahun.html
Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2021). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1). https://doi.org/10.1108/EBR-10-2019-0269
Dalal, B., & Aljarah, A. (2021). How brand symbolism, perceived service quality, and CSR skepticism influence consumers to engage in citizenship behavior. Sustainability (Switzerland), 13(11). https://doi.org/10.3390/su13116021
Eneizan, B., Taamneh, M., Enaizan, O., Almaaitah, M. F., Ngah, A. H., & Alsakarneh, A. (2021). Human resources practices and job satisfaction on customer satisfaction: The mediating role of quality of customer interaction in online call center. International Journal of Data and Network Science, 5(1), 11–18. https://doi.org/10.5267/j.ijdns.2020.12.001
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 53–68. https://doi.org/10.33059/jseb.v11i1.1722
Gilmore, H. J. , & P. J. (2007). Authenticity: What Consumers Really Want. Harvard Business School Press.
Glaveli, N., Papadimitriou, D., Karagiorgos, T., & Alexandris, K. (2023). Exploring the role of fitness instructors’ interaction quality skills in building customer trust in the service provider and customer satisfaction. European Sport Management Quarterly, 23(3), 767–788. https://doi.org/10.1080/16184742.2021.1928256
Hair, Joseph. F., Black, William. C., Babin, Barry. J., & Anderson, Rolph. E. (2019). Multivariate Data Analysis (Eighth edi). Hampshire, UK : Cengage Learning, EMEA,. https://doi.org/10.1002/9781119409137.ch4
Harrigan, P., Roy, S. K., & Chen, T. (2021). Do value cocreation and engagement drive brand evangelism? Marketing Intelligence and Planning, 39(3), 345–360. https://doi.org/10.1108/MIP-10-2019-0492
Henseler, J. (2017). Bridging Design and Behavioral Research With Variance-Based Structural Equation Modeling. Journal of Advertising, 46(1), 178–192. https://doi.org/10.1080/00913367.2017.1281780
Imam Ghozali. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris, 3/E. (3rd ed.). Badan Penerbit Undip.
Javed, S., Rashidin, M. S., Zhu, M., Xu, Z., Jian, W., & Zuo, S. (2021). Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust. SAGE Open, 11(1). https://doi.org/10.1177/21582440211003566
Kementerian Perindustrian. (2022, November 11). Industri Makanan dan Minuman Tumbuh 3,57% di Kuartal III-2022. Press Release.
Kementerian Pertanian. (2018). Konsumsi Kopi Nasional (2016-2021). Http://Epublikasi.Setjen.Pertanian.Go.Id/Download/File/402-Outlook-Kopi-2017.
Khuong, M. N., & Tran, N. T. H. (2018). The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long’s Packaged Tea Products. International Journal of Trade, Economics and Finance, 9(1), 8–13. https://doi.org/10.18178/ijtef.2018.9.1.580
Kotler, P., & Amstrong, G. (2018). Principle of Marketing Global Edition 17e.
Lee, S., & Phau, I. (2018). Young tourists’ perceptions of authenticity, perceived value and satisfaction: the case of Little India, Singapore. Young Consumers, 19(1), 70–86. https://doi.org/10.1108/YC-07-2017-00714
Matzler, K., Pichler-Luedicke, E., & Hemetsberger, A. (2007). Who is spreading the word? The influence of extraversion and openness on consumer passion and evangelism. https://www.researchgate.net/publication/234023910
Morales Mediano, J., & Ruiz-Alba, J. L. (2019). New perspective on customer orientation of service employees: a conceptual framework. Service Industries Journal, 39(13–14), 966–982. https://doi.org/10.1080/02642069.2018.1455830
Nicholls, R., & Gad Mohsen, M. (2019). Managing customer-to-customer interaction (CCI) – insights from the frontline. Journal of Services Marketing, 31(7), 798–814. https://doi.org/10.1108/JSM-11-2018-0329
Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021684
Piątkowska, M. (2023). Do perceived value and satisfaction affect customers’ behavioural intentions? A case study of Polish squash clubs. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2023(2(17)), 17–31. https://doi.org/10.7172/2449-6634.jmcbem.2023.2.2
Ren, Y. X., Choe, Y., & Song, H. J. (2023). Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand. International Journal of Hospitality Management, 108. https://doi.org/10.1016/j.ijhm.2022.103351
Richey, L. A., & Ponte, S. (2021). Brand Aid and coffee value chain development interventions: Is Starbucks working aid out of business? World Development, 143, 105193. https://doi.org/10.1016/J.WORLDDEV.2020.105193
Sharma, P. (2023). Destination evangelism and engagement: Investigation from social media-based travel community. Electronic Commerce Research and Applications, 57. https://doi.org/10.1016/j.elerap.2022.101228
Sharma, R. (2017). Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions. Metamorphosis: A Journal of Management Research, 16(1), 45–59. https://doi.org/10.1177/0972622517702187
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(June 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Statistia. (2023a, April 5). Total number of Starbucks Licensed Stores in Indonesia during Fiscal Year 2021 and 2022. Https://Www.Statista.Com/Statistics/1376087/Number-of-Starbucks-Licensed-Stores-Indonesia/.
Statistia. (2023b, May 2). Number of Coffee Shop Outlets Indonesia 2019-2022, by Brand. Https://Www.Statista.Com/Statistics/1034500/Indonesia-Coffee-Shop-Outlets-Number-by-Brand/.