Exploring the Effects of Coffee Shop Brand Experience on Loyalty: The Roles of Brand Love and Brand Trust

Loyalty is an essential asset for a particular brand to maintain excellent relationships with its customers and secure continuing long-term business. An understanding customers' emotional rational dimensions regarding performance required collect information develop great management strategy. Therefore, this study examines mediating roles of both love trust in relation the experience (sensory, affective, intellectual, behavioral) loyalty coffee shop business context. A total 225 valid questionnaires were collected from Generation Z (Gen Z) Y Y) consumers Yogyakarta, Indonesia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was selected as analytical method evaluate research results. results show that behavioral experiences directly influence trust, while sensory only affects love. Furthermore, are proven have direct on loyalty. Subsequently, successfully mediates effect each dimension In contrast, not successful also clearly none model coefficient paths significantly moderated by generation due small age gap. Finally, findings suggest what all factors could enhance achieve competitive advantages marketing strategies are. Limitations further discussed.