Pengaruh Brand Activation Dan Brand Awareness Terhadap Loyalitas Pelanggan Seea Kopi di Karanganyar

Abstract

The potential of the coffee shop business is very high because of the shift in the lifestyle
of the community. The aim of this research is to find out the impact of brand activation
and brand awareness on customer loyalty. This research is based on marketing
communication theory. This research is quantitative, with a kind of explanatory nature.
The location of this research is at Seea Coffee in Karanganyar. The research population
is Seea Coffee customers in Karanganyar, whose number is unknown. Samples of as
many as 100 people with accidental sampling techniques. Data collection techniques
include questionnaires. Data analysis techniques using double linear regression. The
results of the research showed that brand activation has a significant impact on the
loyalty of Seea Coffee customers in Karanganyar.