Translating Brand Authenticity and Brand Experience Into Brand Loyalty: The Mediating Role of Brand Trust in Starbucks
DOI:
https://doi.org/10.38035/jafm.v6i6.3001Keywords:
Brand Authenticity, Brand Experience, Brand Trust, Brand LoyaltyAbstract
In this growing and highly competitive market, coffee brands needed to start building a trustworthy relationship with their customers. This is important to make sure that brand has loyal customers, which is a major part of having a successful business. This research is done to understand some key factors, for example, brand authenticity, brand experience, brand loyalty, and it relates. Brand trust is also used as the mediating factor for each connection. This research utilizes a quantitative approach by disseminating online questionnaires to 260 respondents across Java. Data were later processed through PLS-SEM where the result shows that brand authenticity and brand experience correlates positively with brand trust and loyalty. Brand trust is also seen to hold a positive effect on brand loyalty through its mediation role. These findings show that customers’ trust is essential to deliver brand authenticity and experience to customers’ loyalty. Overall, this study emphasized the relevance of building trust to enhance brand loyalty in terms of coffee brands around Java.
References
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3). https://doi.org/10.2307/41165845
Abreu-Ledón, R., Lujan-García, D. E., Garrido-Vega, P., Machuca, J. A. D., & Borroto-Pentón, Y. (2026). Evaluating the use of structural equation modeling in online purchase intention research: A comprehensive review (2000–2023). Technological Forecasting & Social Change, 225, 124512. https://doi.org/10.1016/j.techfore.2025.124512
Ahmad, M., & Wilkins, S. (2024). Purposive sampling in qualitative research: A framework for the entire journey. Quality & Quantity, 1–19. https://doi.org/10.1007/s11135-024-02022-5
Akoglu, H. E., & Ozbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10). https://doi.org/10.1108/APJML-05-2021-0333
AlSokkar, A. A. M., Law, E. L.-C., AlMajali, D. A., Al-Gasawneh, J. A., & Alshinwan, M. (2024). An indexed approach for expectation-confirmation theory: A trust-based model. Electronic Markets, 34, 12. https://doi.org/10.1007/s12525-024-00694-3
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5). https://doi.org/10.1108/MIP-02-2019-0095
Badan Pusat Statistik. (2024). Statistik penyediaan makanan dan minuman (Food and Beverage Service Activities Statistics 2023) (Vol. 7, pp. 32, 72). BPS-Statistics Indonesia. https://www.bps.go.id
Bae, B. R., & Kim, S.-E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: The moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10). https://doi.org/10.1108/APJML-03-2022-0203
Bae, G.-K., Lee, S.-M., & Luan, B.-K. (2023). The impact of ESG on brand trust and word of mouth in food and beverage companies: Focusing on Jeju Island tourists. Sustainability, 15, 2348. https://doi.org/10.3390/su15032348
Ben, H. (2025). Influencer marketing strategies and brand trust among Gen Z. Journal of Innovative Research and Business Studies, 1(1).
Bhatnagar, P., Rajesh, A., & Misra, R. (2024). Continuous intention usage of artificial intelligence enabled digital banks: A review of expectation confirmation model. Journal of Enterprise Information Management, 37(6). https://doi.org/10.1108/JEIM-11-2023-0617
Bigné, E., Ruiz-Mafé, C., & Badenes-Rocha, A. (2023). The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study. Journal of Business Research, 157, 113628. https://doi.org/10.1016/j.jbusres.2022.113628
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73.
Bulmer, S., Palakshappa, N., Dodds, S., & Harper, S. (2024). Sustainability, brand authenticity and Instagram messaging. Journal of Business Research, 175. https://doi.org/10.1016/j.jbusres.2024.114547
Cahyani, S. E. P., Purnawan, N. L. R., & Joni, I. D. A. S. (2021). Komunikasi pemasaran terpadu Starbucks Bali pada program “Starbucks Greener Nusantara” sebagai perusahaan yang ramah lingkungan. E-Jurnal Medium, 1(2).
Calderón-Fajardo, V., Molinillo, S., Anaya-Sánchez, R., & Jiménez-Barreto, J. (2025). Navigating the future of brand experience: Insights from bibliometric analysis. Spanish Journal of Marketing – ESIC, 29(4). https://doi.org/10.1108/SJME-05-2024-0137
Campagna, C. L., Donthu, N., & Yoo, B. (2022). Brand authenticity: Literature review, comprehensive definition, and an amalgamated scale. Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2021.2018937
Casteran, G., & Chrysochou, P. (2026). Unpacking private labels: How discount, standard, and premium tiers shape national brand loyalty. Journal of Retailing and Consumer Services, 90, 104705. https://doi.org/10.1016/j.jretconser.2025.104705
Celli, V. (2022). Causal mediation analysis in economics: Objectives, assumptions, models. Journal of Economic Surveys, 36(1), 214–234. https://doi.org/10.1111/joes.12452
Chen, X., Lee, T. J., & Hyun, S. S. (2022). How does a global coffeehouse chain operate strategically in a traditional tea-drinking country? The influence of brand authenticity and self-enhancement. Journal of Hospitality and Tourism Management, 51. https://doi.org/10.1016/j.jhtm.2022.03.003
Coffeeness. (2025). The biggest coffee companies in the world 2026. Coffeeness. https://www.coffeeness.de/en/biggest-coffee-companies/
Dang, T.-Q., Nguyen, T.-M., Huynh, T.-B., Tran, P.-T., Phan, T.-T. C., & Nguyen, L.-T. (2025). From reality to virtuality: Unveiling Gen Z’s purchasing behavior through virtual influencers in the metaverse. Digital Business, 5, 100141. https://doi.org/10.1016/j.digbus.2025.100141
Databoks. (2021). Starbucks miliki 32,8 ribu gerai resmi di seluruh dunia, terbanyak di AS.
Databoks. (2023). Negara dengan gerai Starbucks terbanyak, Indonesia masuk daftar.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6). https://doi.org/10.1108/03090560410529222
Demir, S., & Usxak, M. (2025). Analyzing the implementation of PLS-SEM in educational technology research: A review of the past 10 years. SAGE Open, 15(2), 1–23. https://doi.org/10.1177/21582440251345950
Deng, Y., Wang, X., & Li, D. (2024). How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust. Asia Pacific Journal of Marketing and Logistics, 37(5). https://doi.org/10.1108/APJML-06-2024-0782
Dragolea, L.-L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuță, A.-C., Nuță, F.-M., Cristea, D. S., & Ștefănică, M. (2023). Determining factors in shaping the sustainable behavior of the generation Z consumer. Frontiers in Environmental Science, 11, 1096183. https://doi.org/10.3389/fenvs.2023.1096183
Fore Coffee. (2026). Fore Coffee. https://fore.coffee/
Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244, 104191. https://doi.org/10.1016/j.actpsy.2024.104191
Ghaffar, A., & Zaidi, S. S. Z. (2023). The role of brand trust in mediating the relationship between brand authenticity and customer brand preference of the medical diagnostic laboratories in Karachi, Pakistan. Journal of Research in Social Development and Sustainability, 2(2).
GoodStats. (2024). Kopi kenangan bersama segelas cappuccino: Kedai kopi dan jenis kopi yang diminati Gen Z.
GoodStats. (2024). Survei GoodStats: Kopi jadi bagian dari kehidupan masyarakat Indonesia.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed., pp. 39, 54–55). Sage Publications.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., & Alamer, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1, 100027. https://doi.org/10.1016/j.rmal.2022.100027
Harjadia, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11. https://doi.org/10.5267/j.uscm.2023.3.001
Hendri, S. A., & Abror, A. (2023). Brand authenticity's influence on brand loyalty: An examination of the mediating role of perceived value and brand trust in Wardah halal cosmetics. Marketing Management Studies, 3(3). https://doi.org/10.24036/mms.v3i3.416
Herzallah, F., Herz Allah, H. T. M., Al-Sharafi, M. A., & Alhayek, M. (2025). Determinants of long-term e-learning engagement: Integrating expectation confirmation theory and individual innovativeness using PLS-SEM. Computers in Human Behavior Reports, 20, 100853. https://doi.org/10.1016/j.chbr.2025.100853
Hongdiyanto, C., & Liemena, K. (2021). The mediation effect of customer satisfaction in relationship between product quality and service quality towards customer loyalty in Fuzee Sushi. FIRM Journal of Management Studies, 6(2). https://doi.org/10.33021/firm.v6i2.1557
Hongdiyanto, C., Koesmono, T., & Rachmawati, D. (2023). The influence of perceived price, product quality and service quality towards KFC consumer satisfaction in Indonesia. International Journal of Science and Management Studies, 6(6). https://doi.org/10.51386/25815946/ijsms-v6i6p103
Hossain Uzir, M. U., Bukari, Z., Wahab, S. N., Jerin, I., Rasul, T., & Amin, M. B. (2025). Investigation of customer satisfaction, brand trust and brand loyalty in electronics home appliances: CB-SEM approach. Social Sciences & Humanities Open, 12, 101943. https://doi.org/10.1016/j.ssaho.2025.101943
Hsu, C.-L. (2023). Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps. Decision Support Systems, 174, 114020. https://doi.org/10.1016/j.dss.2023.114020
International Journal of Science and Management Studies, 6(6). https://doi.org/10.51386/25815946/ijsms-v6i6p103
Iqbal, A., Farooqi, R., Mubashir, A., Sufyan, M., & Khan, M. I. (2023). Mediating role of brand trust and brand affection on relationship between brand experience and brand loyalty: A study of the automobile users in Pakistan. Journal of Education and Social Studies, 4(2). https://doi.org/10.52223/jess.2023420
Kankaraš, M., & Capecchi, S. (2025). Neither agree nor disagree: Use and misuse of the neutral response category in Likert-type scales. METRON, 83, 111–140. https://doi.org/10.1007/s40300-024-00276-5
Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modelling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. Computers in Human Behavior Reports, 10, 100291. https://doi.org/10.1016/j.chbr.2023.100291
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1). https://doi.org/10.2307/1252054
Kompas. (2024). Mengintip tren dan tantangan bisnis kopi 2025.
https://www.kompas.id/artikel/mengintip-tren-dan-tantangan-bisnis-kopi-2025
Koo, M., & Yang, S.-W. (2025). Likert-type scale. Encyclopedia, 5, Article 18. https://doi.org/10.3390/encyclopedia5010018
Kopi Kenangan. (2026). About Kopi Kenangan. https://kopikenangan.com/about
Kwon, J.-H., Jung, S.-H., Choi, H.-J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: Focusing on US and Korean consumers. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-02-2020-2763
Ledermann, T., Rudaz, M., & Fritz, M. S. (2025). On partial versus full mediation and the importance of effect sizes. Advances in Methods and Practices in Psychological Science, 8(3). https://doi.org/10.1177/25152459251355585
Leoparjo, F., Dewi, I. C., & Wibowo, O. H. (2025). Implikasi brand experience terhadap brand trust dan brand loyalty pada coffee shop di Surabaya. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 9(2).
Li, W., & Lay, Y. F. (2024). Examining the reliability and validity of measuring scales related to informatization instructional leadership using PLS-SEM approach. DINAMIKA Jurnal Ilmiah Pendidikan Dasar, 16(1). https://doi.org/10.30595/Dinamika/v16i1.19768
Li, W., Zhang, F., Cheng, X., Zheng, X., & Li, S. (2026). Effects of perceived fit and brand trust on acceptance of new energy vehicles across brand extension distances. Research in Transportation Business & Management, 65, 101594. https://doi.org/10.1016/j.rtbm.2025.101594
Li, Y., & Chen, X. (2025). Can corporate ESG practices promote consumers’ purchase intention of green food? The mediating role of brand trust. Frontiers in Sustainable Food Systems, 9. https://doi.org/10.3389/fsufs.2025.1622653
Lim, W. M. (2025). What is quantitative research? An overview and guidelines. Australasian Marketing Journal, 33(3), 325–348. https://doi.org/10.1177/14413582241264622
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 4, 100105. https://doi.org/10.1016/j.stae.2025.100105
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2014). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology. https://doi.org/10.1016/j.jcps.2014.11.006
Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-11-2019-0669
Murshed, F., Dwivedi, A., & Nayeem, T. (2023). Brand authenticity building effect of brand experience and downstream effects. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-02-2021-3377
Nabih, A. A., & Alhosseiny, H. M. (2024). The impact of brand authenticity on purchasing intention: The mediating role of brand trust. The Review of Contemporary Scientific and Academic Studies, 4(7). https://doi.org/10.55454/rcsas.4.07.2024.008
Nguyen, N. H., Nguyen, T. L., Vo, T. L., & Luu, D. X. (2024). Customer responses to airline service failure: Perspectives from expectation disconfirmation theory. SAGE Open. https://doi.org/10.1177/21582440241248334
Obeid, A., Ibrahim, R., & Fadhil, A. (2024). Extended model of expectation confirmation model to examine users’ continuous intention toward the utilization of e-learning platforms. IEEE Access. https://doi.org/10.1109/ACCESS.2024.3373190
Oenica, E., & Maulida, M. (2024). The impact of brand authenticity towards Indonesian millennials’ brand loyalty through perceived value, brand love, and brand trust in the skincare industry. Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), Advances in Economics, Business and Management Research, 302. https://doi.org/10.2991/978-94-6463-585-0_50
Ofosu-Boateng, I., & Jose, L. M. (2025). Exploring the impact of brand authenticity on Generation Z consumer loyalty in Ghana’s emerging market. Open Journal of Social Sciences, 13, 236–257. https://doi.org/10.4236/jss.2025.139015
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4).
Papadopoulou, C., Vardarsuyu, M., & Oghazi, P. (2023). Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness. Journal of Business Research, 167. https://doi.org/10.1016/j.jbusres.2023.114154
Paramita, W., Nhu, H. B. C., Ngo, L. V., Tran, Q. H. M., & Gregory, G. (2021). Brand experience and consumers’ social interactive engagement with brand page: An integrated-marketing perspective. Journal of Retailing and Consumer Services, 62, 102611. https://doi.org/10.1016/j.jretconser.2021.102611
Park, J., Hong, E., & Park, Y.-N. (2023). Toward a new business model of retail industry: The role of brand experience and brand authenticity. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103426
Prisco, A., Ricciardi, I., Percuoco, M., & Basile, V. (2025). Sustainability-driven fashion: Unpacking generation Z’s second-hand clothing purchase intentions. Journal of Retailing and Consumer Services, 85, 104306. https://doi.org/10.1016/j.jretconser.2025.104306
Ragab, H., Polo-Peña, A. I., & Mahrous, A. A. (2024). The effect of airline service quality, perceived value, emotional attachment, and brand loyalty on passengers’ willingness to pay: The moderating role of airline origin. Case Studies on Transport Policy, 18. https://doi.org/10.1016/j.cstp.2024.101313
Rajput, A., & Gandhi, A. (2025). Impact of social media influencer content on generation Z sustainable tourism choices. Discover Sustainability, 6, 1121. https://doi.org/10.1007/s43621-025-02004-z
Rather, R. A., Hollebeek, L. D., Vo-Than, T., Ramkissoon, H., Leppiman, A., & Smith, D. (2022). Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement. Journal of Consumer Behaviour, 21. https://doi.org/10.1002/cb.2070
Redseer. (2024). Beyond the brew: Scaling Fore Coffee through insights, strategy, IPO. https://redseer.com/casestudies/beyond-the-brew-scaling-fore-coffee-through-insights-strategy-ipo/
Riefler, P. (2020). Local versus global food consumption: The role of brand authenticity. Journal of Consumer Marketing, 37(3). https://doi.org/10.1108/JCM-02-2019-3086
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, 48, 109074. https://doi.org/10.1016/j.dib.2023.109074
Sarstedt, M., & Moisescu, O.-I. (2024). Quantifying uncertainty in PLS-SEM-based mediation analyses. Journal of Marketing Analytics, 12, 87–96. https://doi.org/10.1057/s41270-023-00231-9
Starbucks Indonesia. (2026). Starbucks in Indonesia. https://www.starbucks.co.id/about-us/our-heritage/starbucks-in-indonesia
Starbucks Indonesia. (2026). Starbucks in Indonesia. Starbucks Indonesia. https://www.starbucks.co.id/about-us/our-heritage/starbucks-in-indonesia
Starbucks Stories Asia. (2025). Starbucks celebrates Indonesia’s coffee heritage at inaugural World of Coffee Asia 2025 in Jakarta. Starbucks Stories Asia. https://stories.starbucks.com/asia/stories/2025/starbucks-celebrates-indonesias-coffee-heritage-at-inaugural-world-of-coffee-asia-2025-in-jakarta/
Top Brand Award. (2025). Top Brand Index: Café Kopi – Starbucks, The Coffee Bean & Tea Leaf, Fore. Top Brand Award. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=6&id_subkategori=554
Tran, S. N., Trương, P. B., Doan, T. L. M., Lam, V. L. C., & Tran, T. T. A. (2025). The impact of online reviews on brand loyalty and e-WOM in Vietnam’s cosmetics e-commerce sector: The moderating role of e-service quality. Social Sciences & Humanities Open, 12, 102208. https://doi.org/10.1016/j.ssaho.2025.102208
United States Department of Agriculture. (2025). Indonesia Coffee Annual. https://www.fas.usda.gov/data/indonesia-coffee-annual-9
Vo, M. S., & Mai, C. C. (2025). The influence of brand experience on brand loyalty in the electronic commerce sector: The mediating effect of brand association and brand trust. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2024.2440629
Wijaya, S. A., & Mursitama, T. N. (2023). The implementation of triple bottom line on CSR effort toward sustainable development: Case study Starbucks Greener Nusantara. E3S Web of Conferences, 388. https://doi.org/10.1051/e3sconf/202338803018
Xiao, K., Chung, S.-J., Wong, R., Lee, B., Kim, H., & Zhu, B. (2025). Effect of familiarity, brand loyalty and food neophobicity on food acceptance: A case study of instant noodles with consumers in Seoul, Beijing, and Shanghai. Current Research in Food Science, 10. https://doi.org/10.1016/j.crfs.2025.101026
Yang, T., Yang, F., & Men, J. (2023). Understanding consumers’ continuance intention toward recommendation vlogs: An exploration based on the dual-congruity theory and expectation-confirmation theory. Electronic Commerce Research and Applications, 59, 101270. https://doi.org/10.1016/j.elerap.2023.101270
Zha, D., Melewar, T. C., Foroudi, P., & Jin, Z. (2020). An assessment of brand experience knowledge literature: Using bibliometric data to identify future research direction. International Journal of Management Reviews. https://doi.org/10.1111/ijmr.12226
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Alexandra Josephine, Charly Hongdiyanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Journal of Accounting and Finance Management (JAFM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Journal of Accounting and Finance Management (JAFM).
