The Effect of the New Logo and Brand Image
Towards the Customer Loyalty of Starbuck,
Jakarta
WHAT
Starbucks Corporation have done at least four logo changing throughout the 40 years
of business
1987
1971
1992
2011
WHY
2002
Indonesia
WHERE
Plaza Indonesia, Jakarta
WHEN
WHO
HOW
Logo
Brand Image
WHAT
WHY
Logo
WHERE
Customer
Loyalty
WHEN
WHO
HOW
Brand Image
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
WHY
Starbucks Coffee Indonesia is now in 147 different locations all around major cities (12 cities)
17,2%
NJ
400 sample
WHERE
28 % are > 4 years customers
25 % are 3 years customers
30% are 2 years customers
17% are new customers
9,4 %
CJ
WHEN
28,1 %
EJ
23,8%
WJ
WHO
21,6 %
SJ
HOW
Jakarta has the highest number of Starbucks Stores
2013
WHAT
WHY
WHERE
WHEN
WHO
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
HOW
The Structural Equation Modelling (SEM)
FURTHER
RESEARCH
CONCLUSION
RESULT
62,8%
68%
71,3%
78%
70%
15,4%
79%
78%
78%
79%
125%
79%
79%
78%
79%
77%
FURTHER
RESEARCH
CONCLUSION
RESULT
Measurement Index Criteria
Chi Square (χ2)
p-value
CMIN/df (Normed Chi Square)
RMSEA (Root Mean Square
Error of Appromiximation)
GFI (Goodness of Fit Index)
AGFI (Adjusted GFI)
TLI (Tucker Lewis Index)
CFI (Comparative Fit Index)
Customer
loyalty
Customer
loyalty
As low as possibe
≥ 0,05
≤ 2,00
≤ 0,08
GOF Model
value
33,184
0,507
0,976
0, 000
Marginal
Good Fit
Good Fit
Good Fit
Close to 1 (> 0,9)
Close to 1(> 0,9)
Close to 1 (> 0,9)
Mendekati 1 (> 0,9)
0,972
0,947
1,001
1,000
Good Fit
Good Fit
Good Fit
Good Fit
Reference value
<---
Logo
<---
Brand image
Estimate
S.E.
C.R.
P
.154
.060
2.554
.011
par_10
1.255
.289
4.341
***
par_11
Reject Ho
Label
>1.96
Notes
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%.
RESULT
CONCLUSION
FURTHER
RESEARCH
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