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The Effect of the New Logo and Brand Image Towards the Customer Loyalty of Starbuck,
Jakarta
Telkom University
Dila Aprilia
DT. Alamanda
Arif Partono
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
WHO
Logo
Brand Image
Customer Loyalty
The purpose of this research are to identify the customer’s response 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
HOW
WHO
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
WHERE
WHEN
WHY
HOW
WHO
17,2%NJ
23,8%WJ
9,4 %CJ
21,6 %SJ
28,1 %EJ
WHO
28 % are > 4 years customers25 % are 3 years customers30% are 2 years customers17% are new customers
2013
WHEN
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
The Structural Equation Modelling (SEM)
62,8%
71,3%
70%
79%
79%
78%
79%
78%
79%
78%
77%
RESULT CONCLUSION FURTHER RESEARCH
15,4%
125%
68%
79%
78%
RESULT CONCLUSION FURTHER RESEARCH
Measurement Index Criteria Reference value GOF Model
value Notes
Chi Square (χ2) As low as possibe 33,184 Marginal p-value ≥ 0,05 0,507 Good Fit CMIN/df (Normed Chi Square) ≤ 2,00 0,976 Good Fit RMSEA (Root Mean Square Error of Appromiximation)
≤ 0,08 0, 000 Good Fit
GFI (Goodness of Fit Index) Close to 1 (> 0,9) 0,972 Good Fit AGFI (Adjusted GFI) Close to 1(> 0,9) 0,947 Good Fit TLI (Tucker Lewis Index) Close to 1 (> 0,9) 1,001 Good Fit CFI (Comparative Fit Index) Mendekati 1 (> 0,9) 1,000 Good Fit
Estimate S.E. C.R. P Label
Customer loyalty
<--- Logo .154 .060 2.554 .011 par_10
Customer loyalty
<--- Brand image 1.255 .289 4.341 *** par_11
>1.96Reject Ho
RESULT CONCLUSION FURTHER RESEARCH
The Customer Perceived The New Starbucks Logo As Satisfied enough (68%), The New Starbucks Brand Image Perceived As In The High Category (78.73%), And The Starbuck Customer Loyalty In Jakarta Was At 77.8%. The Logo Changes Positively Affect The Customer Loyalty In The Amount Of 15.4% And The Brand Image Positively Affects The Customer Loyalty At 125.5%.
We suggest the future research to measure the effect of the Starbucks’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 Starbucks’s customer characteristic. Then they can compare the result to determine whther the Starbucks’s segment concordant with the customer perception
RESULT CONCLUSION FURTHER RESEARCH
