MEMBANGUN BRAND LOVE DAN LOYALITAS KONSUMEN: ANALISIS PENGARUH BRAND TRUST DAN BRAND EXPERIENCE PADA PENGGEMAR KOPI JANJI JIWA

The food and beverage industry has continued to grow since the coronavirus pandemic. The development of coffee shops in Indonesia is increasing from year to year, and this development is aligned with the expanding consumption of coffee among the population. Indonesia's climate and geography support farmers' coffee bean production, making Indonesia the third largest Robusta coffee producer in the world. Kopi Janji Jiwa is a cafe that focuses on coffee beans sourced from Indonesian farmers.  This study aims to analyze the effect of brand trust and brand experience on brand love, attitudes, loyalty, and loyalty behavior of Janji Jiwa coffee consumers. This causality research explores and ascertains causal relationships. The subjects of this research are Janji Jiwa coffee consumers in Surabaya city. The sample of this study consisted of 170 respondents who were selected using a Google Forms questionnaire. Respondent data was processed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique and tested using SmartPLS3 software. The results showed that brand trust has a positive and significant effect on brand love. Brand experience has a positive and significant effect on brand love. Brand love has a positive and significant effect on attitude loyalty. Brand love has a positive and significant effect on behavioral loyalty of Surabaya Janji Jiwa Coffee consumers

SLO Coffee Co.

SLO Coffee Co. is a fictional coffee brand based out of San Luis Obispo, California. Specifically, I focus on the creation of a comprehensive, intentional brand that includes a logo, the designs of three coffee bags, and an Instagram page, all of which are emphasized by grounding a brand through beautiful and deliberate graphics. SLO Coffee Co. branding targets a younger demographic and residents of San Luis Obispo. This is achieved through the implementation of brighter colors, fun and playful typefaces, and graphics that communicate the essence of San Luis Obispo and beloved local spots. A local coffee brand based out of San Luis Obispo capitalizes on the demographic of the city. With the abundance of cafes around San Luis Obispo, along with people’s general widespread love of coffee, it is evident that there is substantial community of coffee drinkers. More generally, Californians exhibit a particular propensity for purchasing coffee, bolstered by widespread love and dependence

Peran brand love sebagai mediasi hedonic product dan self-expressive brand terhadap brand loyalty

Penelitian ini bertujuan untuk menganalisis pengaruh hedonic product dan self-expressive brand terhadap brand love dan brand loyalty pada pelanggan Starbucks Coffee di Kota Malang. Penelitian ini juga menganalisis peran brand love sebagai mediator yang menjadi perantara hedonic product dan self-expressive brand dalam mempengaruhi brand loyalty. Objek penelitian menggunakan brand Starbucks Coffee dikarenakan kopi Starbucks dikategorikan sebagai barang hedon dan Starbucks membangun keterikatan khusus dengan pelanggannya. Jenis penelitian yang digunakan ialah deskriptif kuantitatif. Sampel penelitian berjumlah 125 orang pelanggan gerai Starbucks Coffee Mall Dinoyo Malang dengan teknik pengambilan sampel dilakukan secara accidental sampling. Metode Structural Equation Modelling (SEM) dengan menggunakan program IBM SPSS dan IBM AMOS versi 24.0 adalah metode untuk menganalisis data dalam penelitian ini. Diperoleh hasil penelitian bahwa baik hedonic product maupun self-expressive brand, keduanya mempunyai pengaruh yang positif dan signifikan terhadap brand love. Namun hedonic product dan self-expressive brand tidak menunjukan pengaruh langsung terhadap brand loyalty. Hedonic product dan self-expressive brand berpengaruh signifikan terhadap brand loyalty dengan bantuan brand love sebagai mediator. Penelitian juga membuktikan brand love mempunyai pengaruh yang positif dan signifikan terhadap brand loyalty

THE EXPORT MARKET FOR DIFFERENTIATED PROCESSED AGRICULTURAL PRODUCTS: THE ROLE OF FACTOR PRICES AND FIXED COSTS

The theories of monopolistic competition and ¡°love for variety¡± contend that the differences in firms¡¯ prices and market shares arise from product differentiation, which is linked to firms¡¯ fixed costs. This paper reviews these theories and their implications for prices and market shares of firms from developing countries seeking to expand their exports of processed agricultural goods. The study proposes a model showing the role of the firms¡¯ costs as a source of product differentiation. Using econometric methods, the model estimates the firms¡¯ residual demand elasticities, which indicate the degree of product differentiation and market power. The model also determines the effects of the firms¡¯ own costs and competitors¡¯ costs on the residual demand and market shares. Case studies for cocoa products and roasted coffee in the U.S. import market are examined. Exporters to the U.S. include developing countries that produce the raw cocoa and coffee. The results show that high prices and large market shares are associated with high levels of product differentiation in these markets. Also, market shares increase with the level of fixed costs, which are measured by proxy as advertising expenditures. The implication for small firms in developing countries is that increasing the degree of product differentiation through increased investment in advertising or research and development could increase their market shares and their export revenues.International Relations/Trade,