The Influence of Customer^s Brand Experience Towards Chatime X BT21 Collaboration on Brand Loyalty, Brand Trust, Brand Satisfaction, and Brand Love Ananda Zahra Thufailah Buchari, Fitri Aprilianty
Bachelor of Business and Management, School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia
Abstract
Chatime is a boba drink company. They provide variety of drinks and toppings. In the collaboration, they also provide new drink variants and merchandise. During the pandemic, Chatime saw a drop in sales as well as a drop in customer satisfaction. So, Chatime was implementing one of their key marketing tactics, Collaboration. They were collaborating with BT21 at the time to give the new experiences to the consumers, and it turned out to be one of their best collaborations compared to the other Chatime collaboration. However, regardless of the Chatime x BT21 collaboration, the collaboration has not been tested whether it generates loyalty and sales or not. The purpose of this study was to determine how collaboration affects the customer brand experience of Brand Trust, Brand Satisfaction, Brand Love, and Brand Loyalty. A quantitative questionnaire survey was distributed to 369 participants who had previously consumed Chatime x BT21 at least once during the collaboration period, and PLS-SEM was utilized to investigate the association between the variables. The findings showed that Brand Experience impacts Brand Trust, Satisfaction, and Love. Brand Trust and Love, impact Brand Loyalty. However, Brand satisfaction did not impact Brand Loyalty. This research provides some references for developing new collaboration and marketing methods for Chatime. This study provides several references for enhancing Chatime^s marketing strategy. The findings of this study will be useful to marketers since they will provide in-depth practical information on how brand experience may enhance Brand Loyalty through Brand Trust, Brand Satisfaction, and Brand Loyalty. Then, concentrating on how to develop brand loyalty by providing the finest experience, which may maximize earnings.
