The Effect of the New Logo and Brand Image
Towards the Customer Loyalty of Starbuck,
WHAT
WHERE
WHEN WHY
HOW
1971 1987 1992 2011
Starbucks Corporation have done at least four logo changing throughout the 40 years of business
2002
Indonesia
Plaza Indonesia, Jakarta
Logo Brand Image
Logo
Brand Image
Customer Loyalty
The purpose of this research are to ide tify the custo er’s respo se towards the new logo and the new brand image. Finally we also measure the affect of the new logo and brand image toward the customer loyalty.
WHAT
WHERE
WHEN WHY
Jakarta has the highest number of Starbucks Stores
Starbucks Coffee Indonesia is now in 147 different locations all around major cities (12 cities)
400 sample
WHAT 30% are 2 years customers 17% are new customers
2013
H0 : there are no influence from the new logo on customer loyalty. H1 : there are influence from the new logo on customer loyalty.
H0 : there are no influence from the brand image on customer loyalty. H2 : there are influence from the brand image on customer loyalty
WHAT
WHERE
WHEN WHY
HOW WHO
62,8%
RESULT CONCLUSION FURTHER
RESULT CONCLUSION FURTHER RESEARCH
Measurement Index Criteria Reference value GOF Model
value
RMSEA (Root Mean Square
Error of Appromiximation)
RESULT CONCLUSION FURTHER RESEARCH
We suggest the future research to measure the effect of the
Star u ks’s
logo change in other big city such as
Surabaya,
Bandung, Yogyakarta, Bali, and Medan
. There is an opportunity
also to add new variables and also spreading the research scope
to include all major cities in Indonesia. From the respondents
aspect, the new research can also analize it from the
Star u ks’s
customer characteristic
. Then they can compare the result to
determine whther the
Star u ks’s
segment concordant with the
customer perception
RESULT CONCLUSION FURTHER
