Purpose: This study aims to analyze the effect of Brand Awarenesson Brand Loyalty with Brand Trust and Brand Image as mediatingvariables in Coffee Jago coffee products.
Research Methodology: This quantitative study employed asurvey using a Likert-scale questionnaire among 225 Coffee Jagoconsumers in Jakarta aged 17 years or older, selected throughpurposive sampling. Data were analyzed using PLS-SEM withSmartPLS.
Results: The findings indicate that Brand Awareness has a positiveand significant effect on Brand Trust (t = 14.080; p = 0.000), BrandImage (t = 13.746; p = 0.000), and Brand Loyalty (t = 2.972; p =0.003). Furthermore, Brand Trust (t = 5.744; p = 0.000) and BrandImage (t = 3.453; p = 0.001) significantly contribute to increasingBrand Loyalty. The mediation analysis further confirms that BrandTrust and Brand Image significantly mediate the relationshipbetween Brand Awareness and Brand Loyalty, with mediation effectsof t = 5.259 (p = 0.000) and t = 3.207 (p = 0.001), respectively.
Conclusions: High brand awareness enhances consumer trustand strengthens brand image, which ultimately contributes toincreased customer loyalty toward Coffee Jago. Therefore, BrandAwareness, Brand Trust, and Brand Image are essential factors indeveloping sustainable customer loyalty.
Limitations: This study is limited to a single local coffee brandin Jakarta; therefore, the findings may not be generalized to thebroader coffee industry or other geographical contexts.
Contributions: This study contributes to brand managementliterature and offers insights into enhancing customer loyaltythrough effective branding strategies.