Brand Experience, Brand Trust, and the Effect on Brand Loyalty (Study of Mie Gacoan Restaurants in Jakarta)

Hamas  Abdullah Azzam; Arifiani  Widjayanti

Authors

Hamas Abdullah Azzam Politeknik STIA LAN Jakarta
Arifiani Widjayanti Politeknik STIA LAN Jakarta

Abstract

The food industry in Indonesia continues to grow, proven by the increase in gross domestic product (GDP) from the food and beverage industry of IDR 206.19 trillion in the first quarter of 2020. Jakarta as a metropolis has facilities in support of food industry growth, and one of the businesses that provides food and beverages in the form of restaurants in Jakarta is the spicy noodle restaurant Mie Gacoan. This restaurant has a phenomenon of long queues of customers ordering it. This study aims to analyse the impact of brand experience and the trust in the brand on the brand loyalty in Mie Gacoan restaurants in Jakarta. The research data was collected through the distribution of questionnaires to 110 respondents who are customers of Mie Gacoan in Jakarta. Findings indicate that brand experience and brand trust have a positive and significant influence on brand loyalty in Jakarta’s Mie Gacoan restaurants. Brand experience influences brand loyalty 53.4%, while brand trust influences brand loyalty 45.8%. At the same time, the share of brand experience and brand trust in brand loyalty is 57.3%. While other variables not included in this study account for the remaining 42.7%. Keywords: brand experience; brand trust; brand loyalty; restaurant

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