INFLUENCE OF BRAND IMAGE AND CUSTOMER SATISFACTION TO BRAND LOYALTY THROUGH BRAND LOVE AS A MEDIATION VARIABLE IN STARBUCKS MULTATULI MEDAN

Along with rising population and income levels, it has become a major factor in the demand for non-consumption-based necessities, which many have adopted as way of life. The expansion Coffee Shop industry made coffee an integral part people's lifestyles. Starbucks' continued existence depends on customer loyalty. Starbucks Multatuli's efforts to maintain brand loyalty are still relatively low. Customers continue prefer other shops over Starbucks. However, customer's affection will cause form emotional bond Consequently, attraction feelings pleasure increase satisfaction. Thus, positive image provide customers experience, foster sense love This study's objective is examine how satisfaction influence via love. Four variables comprise survey: image, satisfaction, loyalty, Accidental sampling used sampling. this study consisted 120 Multatuli who participated survey. Using SmartPLS 3.0 application, PLS-SEM was utilized data analysis. results indicated that had significant effect love,