Brand Preference as a Catalyst for Memorable Experience, Attitude, and Loyalty

Abstract

Purpose: This study explores the role of brand preference in strengthening the relationship between memorable brand experience, brand attitude, and brand loyalty among millennial coffee shop customers in Indonesia. It aims to understand how emotional and value-based alignment drives customer loyalty in the millennial market segment.

Methodology/approach: A quantitative survey was conducted among 130 millennial customers from four coffee shops in Palembang, Indonesia, between June and August 2024. Purposive sampling was used to select respondents who frequently visited coffee shops. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.

Results/findings: The results indicate that memorable brand experience and positive brand attitude significantly influence brand preference, which in turn has a strong positive effect on brand loyalty. Brand preference acts as a crucial mediator linking experience and attitude to loyalty, functioning as an active driver shaped by emotional connection and value congruence between consumers and brands.

Conclusions: Brand preference plays a pivotal role in transforming positive experiences and attitudes into long-term loyalty. For millennial consumers, authentic, consistent, and socially meaningful brand experiences foster stronger preferences and sustainable loyalty.

Limitations: The study is limited to Palembang, reducing generalizability to other regions or cultures. The small purposive sample and cross-sectional design limit representativeness and the ability to capture changes over time.

Contribution: This study advances understanding of how brand preference mediates brand experience and attitude in driving loyalty, providing valuable insights for coffee shop managers to design emotionally engaging and value-driven marketing strategies for millennial consumers.