The Effect of the New Logo and Brand Image

Towards the Customer Loyalty of Starbuck,

Jakarta
 Starbucks Corporation have done at least four logo changing throughout the 40 years
WHAT of business

1971 1987 1992 2011

WHY

2002
Indonesia
WHERE Plaza Indonesia, Jakarta

WHEN

WHO

HOW
Logo Brand Image
WHAT

WHY

Logo
WHERE

Customer
Loyalty
WHEN

Brand Image
WHO

The purpose of this research are to identify the customer’s response towards the
HOW 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% 400 sample

NJ
WHERE
28 % are > 4 years customers
25 % are 3 years customers
30% are 2 years customers
9,4 % 17% are new customers
CJ
WHEN
28,1 %
23,8% EJ 2013
WJ

WHO
21,6 %
SJ

HOW
Jakarta has the highest number of Starbucks Stores
WHAT

WHY

WHERE

WHEN

H0 : there are no influence from the new logo on customer loyalty.

H1 : there are influence from the new logo on customer loyalty.
WHO 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
RESULT CONCLUSION
RESEARCH

62,8%

68% 71,3%
78%
70%
15,4%
79%

78%

78%

79%
125%
77%
79%
79%

78%

79%
 FURTHER
RESULT CONCLUSION
RESEARCH

GOF Model Notes

Measurement Index Criteria Reference value
value
Chi Square (χ2) As low as possibe 33,184 Marginal
p-value ≥ 0,05 0,507 Good Fit
CMIN/df (Normed Chi Square) ≤ 2,00 0,976 Good Fit
RMSEA (Root Mean Square ≤ 0,08 0, 000 Good Fit
Error of Appromiximation)
GFI (Goodness of Fit Index) Close to 1 (> 0,9) 0,972 Good Fit
AGFI (Adjusted GFI) Close to 1(> 0,9) 0,947 Good Fit
TLI (Tucker Lewis Index) Close to 1 (> 0,9) 1,001 Good Fit
CFI (Comparative Fit Index) Mendekati 1 (> 0,9) 1,000 Good Fit

Estimate S.E. C.R. P Label

Customer
<--- Logo .154 .060 2.554 .011 par_10
loyalty
Customer
<--- Brand image 1.255 .289 4.341 *** par_11
loyalty

>1.96
Reject Ho
 FURTHER
RESULT CONCLUSION
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%.
 FURTHER
RESULT CONCLUSION
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