Paper Title
THE INFLUENCE OF BRAND IMAGE AND BRAND INNOVATION, WITH BRAND TRUST AS THE MODERATING FACTOR TOWARD BRAND LOYALTY IN GRAB-AND-GO COFFEE SHOPS

Abstract
The grab-and-go coffee shop industry in Jabodetabek, Indonesia, has experienced significant growth due to increasing coffee consumption and a fast-paced urban lifestyle. This study explores the impact of brand image and brand innovation on brand loyalty, with brand trust as a moderating factor. A quantitative research approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data collected from 217 respondents. The findings reveal that brand image has a direct and significant effect on brand loyalty, emphasizing the importance of a strong brand identity in fostering customer retention. However, brand innovation alone does not significantly influence loyalty, contradicting prior research that suggests innovation directly drives customer commitment. Instead, brand innovation enhances brand trust, which in turn strengthens customer loyalty. The study highlights that brand trust serves as a key mediator, reinforcing the relationship between brand image, brand innovation, and brand loyalty. These results suggest that businesses should not solely focus on product differentiation but also prioritize building consumer trust through consistent service quality and transparent brand communication. By integrating brand trust into their marketing strategies, grab-and-go coffee shop brands can create long-term customer relationships and maintain a competitive edge in the growing market.This study is limited to grab-and-go coffee shops in Jabodetabek and employs a cross-sectional design, which may not capture long-term changes in brand loyalty. Keywords - Brand Image, Brand Innovation, Brand Trust, Brand Loyalty, Grab-and-Go Coffee Shops, Indonesia