MEDIATION ROLE OF BRAND LOVE ON BRAND IMAGE AND BRAND ATTACHMENT TO BRAND LOYALTY (Study on Coffee Shop Couvee Coffee Yogyakarta)

Abstract

This study aims to determine how much influence brand image and brand attachment have on brandloyalty and examine the effect of brand love as a variable that mediates brand image and brandattachment which will affect brand loyalty. Sources of data used in this study are primary data. Thesample in this study were consumers at Couvee Coffee Yogyakarta who had visited and knew about theCouvee Coffee brand. The number of samples obtained was 125 respondents with purposive samplingtechnique because the sample selection was based on certain criteria. Data collection techniques werecarried out by distributing online questionnaires via google form. The multiple linear regressionanalysis method was processed using SPSS 24. The results showed that the brand image, brandattachment, and brand love variables had a positive and significant effect on brand loyalty, while thebrand love variable had a partial and positive effect in mediating brand image and brand attachmenton brand loyalty.