PENGARUH BRAND LOVETERHADAP BRAND LOYALTYDAN WILLINGNESS TO PAY PREMIUM PRICE(Studi Pada Konsumen Starbucks di Kota Surabaya)

Brands have an important role for the continuity of a business, because current and future marketing is competition between brands to seize consumers through brands. Brand love market phenomenon that refers deep or intense emotions customer experiences in relation particular brand. This emotional attachment can later make loyal study aims determine effect brand on loyalty willingness pay premium price Starbucks Surabaya. The research method used quantitative methods. population this were number samples was 100 respondents using purposive sampling method. data testing are validity reliability test. analysis technique structural equation model partial least square (SEM PLS). Calculation Smart PLS ver. 3. Based results, it be seen has positive loyalty, price, Surabaya.Keywords: Love, Loyalty, Willingness Pay Premium Price