Pengaruh Brand Image dan Customer Trust Terhadap Customer Loyality Starbucks di Kota Palembang Pasca Iso Boikot

This study aims to determine the effect of brand image and customer trust on
customer loyalty toward Starbucks in Palembang City following the boycott issue.
The data used are primary data collected through a Google Form questionnaire
distributed via Instagram and WhatsApp. The sampling technique employed was
purposive sampling based on specific criteria, resulting in 91 respondents out of
100 distributed questionnaires. Hypothesis testing was conducted using multiple
linear regression analysis to examine the influence of each independent variable on
the dependent variable. The results indicate that brand image does not have a
positive and significant effect on customer loyalty. Meanwhile, customer trust has
a positive and significant effect on customer loyalty. These findings suggest that in
the post-boycott context, customer loyalty toward Starbucks in Palembang City is
more influenced by the level of customer trust than by perceptions of brand image.