The purpose of this study was to determine how much influence of the new logo and a new brand image of Starbucks on customer loyalty Starbucks in Jakarta. The method used in the discussion of this study is an explanatory survey method to Starbucks customers in Jakarta. While the analysis of SEM (Structural Equation Modeling) is used to explain the direct and indirect effect of variables logo and brand image on customer loyalty Starbucks in Jakarta.
The results showed that based on the analysis of SEM with AMOS applications, the new logo has a positive effect on customer loyalty that is equal to 15.4%. Similarly, the new brand image where there is significant influence of the new brand image on customer loyalty by 125.5%.