Brand Love in Local Coffee Shops: A Comparative Study of Generations Y and Z in Minangkabau Society

Abstract

Indonesia’s coffee industry has grown significantly, not only as an export commodity but also as a key part of modern youth culture. Despite a 1.9% decline in national production, the number of local coffee shops surged by 28%, becoming social hubs and platforms for identity expression. However, competition with global chains demands deeper insights into consumer loyalty drivers. The lovemarks theory suggests brand success depends on product quality (brand respect) and emotional connections (brand love). Yet, its application in Indonesia’s socio-cultural context remains underexplored. Prior studies emphasize functional factors (quality and service) over emotional aspects and focus more on Western markets. This study examines how functional and emotional elements shape loyalty among generations Y and Z. Gen Z prefers “Instagrammable” spaces and social interaction, while Gen Y values comfort and consistency. Cultural nuances, such as informal staff-customer interactions, also foster closeness. The research aims to develop culturally tailored strategies to strengthen brand love and brand respect for local cafés.