Keywords:
global coffee brand
co-branding
service quality
customer satisfaction
customer loyalty

  • Abstract

    The coffee shop industry in Indonesia is growing rapidly, characterized by more new entrants and increased competition. This study analyzes the effect of co-branding, service quality, lifestyle, and brand image on customer loyalty, with customer satisfaction as a mediating variable at Starbucks Coffee in Indonesia. A quantitative research approach was used using a survey method to collect data from 384 respondents who are Starbucks Coffee Reserve customers in Indonesia. The data is processed using SmartPLS 4 and SEM-PLS model to test the relationship between variables. The research findings indicate that co-branding and lifestyle has a significant positive effect on both customer satisfaction and customer loyalty. Service quality does not significantly influence customer satisfaction but has a significant negative impact on customer loyalty. Then, brand image has a significant positive influence on customer satisfaction, but its direct effect on customer loyalty is not significant. By knowing the significance of variables on customer satisfaction and customer loyalty, variables that  have a large effect can be implemented as marketing improvement strategies for Starbucks Coffee in Indonesia.

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How to cite

Sahabu, F. C., Aras, M., Arif, M. A., Arabella, C., & Mani, L. (2025). The influence of co-branding, service quality, lifestyle, and brand image to customer’s loyalty: A survey of global coffee brand in Indonesia. Multidisciplinary Science Journal, 7(12), 2025572. https://doi.org/10.31893/multiscience.2025572
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