The Analysis Effect of Brand Identity and Brand Image toward Brand Satisfaction and Brand Loyalty of Chocolate Product in Samarinda

  • Suminto Business Administration Department, Samarinda State Polytechnic,Samarinda, Indonesia
  • Indah Martati Business Administration Department, Samarinda State Polytechnic,Samarinda, Indonesia
  • Dyah Kusrihandayani Business Administration Department, Samarinda State Polytechnic,Samarinda, Indonesia
  • Erika Estiyani Business Administration Department, Samarinda State Polytechnic,Samarinda, Indonesia
Abstract views: 1027 , PDF downloads: 580
Keywords: Brand Identity; Brand Image; Brand Satisfaction; Brand Loyalty


This study aims to analyze the effect of brand identity and brand image on brand satisfaction and brand loyalty of silverqueen chocolate products in Samarinda City. A quantitative approach using path analysis processed with IBM SPSS 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. A total of 132 respondents who had consumed Silverqueen chocolate in Samarinda were the samples in this study. The measurement scale uses a Likert scale with a score of 1 - 5. In the beginning, validity and reliability tests are carried out on the research instrument, then estimation tests and structural model fit tests are conducted. The results showed that brand identity and brand image had a significant  effect on brand satisfaction and had no significant effect on brand loyalty. Likewise, brand satisfaction has no significant effect on brand loyalty. The results of this study state that brand variables that affect brand satisfaction will not automatically encourage brand loyalty.


Download data is not yet available.


[1] Aji, A. S., & Hararab, N. (2018). analysis of the effect of product price, product image and customer satisfaction as a mediation on brand loyality of canned fish product from abc brands. 06(01), 83–92.

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88.

Cha, S., & Seo, B. (2019). The Effect of Brand Trust of Home Meal Replacement on Repurchasing in Online Shopping. Journal of Business, Economics and Environmental Studies, 9, 21–26.

Chakraborty, D. (2019). Factors responsible for making young urban consumers brand loyal: A study on mobile network operators. Journal of Management Development, 38(7), 616–636.

Damaledo, D. Y. (2019). Mondelez rilis survei Indonesian snacking trend.Tirto.Id. Indonesian snacking trend.

Dehdashti, Z., Kenari, M. J., & Bakhshizadeh, A. (2012). The impact of social identity of brand on brand loyalty development Zohreh. Management Science Letters, 2, 1425–1434.

Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research.

Fariza, N., Rohman, F., & Hussein, A. S. (2018). the effect of brand identity, brand image, and perceived value on loyalty with customer satisfaction as mediation variable for costumer fresh juice bintaro. Journal of Applied Management (JAM), 17, 127–132.

Hosseini, S. E., Kalashi, M., Sahebkaran, M., & Jami, A. (2017). Assessing the impact of brand equity based on fans brand loyalty. European Online Journal of Natural and Social Sciences, 6(1), 28–36.

Kazemi, A. (2013). Impact of Brand Identity on Customer Loyalty and Word of Mouth Communications , Considering Mediating Role of Customer Satisfaction and Brand Commitment. International Journal of Academic Research in Economics and Management Sciences, 2(4), 1–14.

Khan, I., Rahman, Z., & Fatma, M. (2016). The concept of online corporate brand experience: an empirical assessment. Marketing Intelligence and Planning, 34(5), 711–730.

Kim, R. B., & Chao, Y. (2019). Effects of brand experience , brand image and brand trust on brand building process. Journal of International Studies, 12, 9–21.

Kotler, Philip & Keller, K. (2018). Marketing Management. In Marketing-Management.

Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147.

Liembawati, Y., Dharmayanti, D., Karina, R., & Brahmana. (2014). analisa pengaruh brand activation terhadap pembentukan brand community pada pt ism bogasari flour mills yessy. Jurnal Manajemen Pemasaran Petra, 2(1), 1–15.

Mabkhot, H. A., Hasnizam, & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82.

Mabkhot, H. A., Salleh, S. M. D., & Shaari, H. (2016). The antecedents of automobile brand loyalty: Evidence from Malaysian. International Review of Management and Marketing, 6(3), 596–602.

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030.

Marist, A. I., Yulianti, L. N., & Najib, M. (2014). The Role of Event in Building Brand Satisfaction, Trust and Loyalty of Isotonic Drink. International Journal of Marketing Studies, 6(6), 57–65.

Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410–421.

Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1–2), 2–28.

Puska, A., Stojanovic, I., & Berbic, S. (2018). the Impact of Chocolate Brand Image, Satisfaction, and Value on Brand Loyalty. Economy and Market Communication Review, 15(1).

Rahmat, & Marso. (2020). the relationship brand experience , brand image , brand satisfaction , dan brand loyalty. Jurnal Manajemen Pemasaran, 14(1), 17–24.

Rodrigues, P & Reis, R. (2013). The Influence of Brand Love In Consumer Behavior. 2, 157–168.

Yolanda C.(2020). Silverqueen Product Popular chocolate bars from Garut.www.Goodnews from

How to Cite
suminto, S., Martati, I., Kusrihandayani, D., & Estiyani, E. (2022). The Analysis Effect of Brand Identity and Brand Image toward Brand Satisfaction and Brand Loyalty of Chocolate Product in Samarinda. EDUTOURISM Journal Of Tourism Research, 3(02), 197-205.