The Effect of Social Media Marketing Activities on Revisit Intention at the Coffee Shop in Indonesia

Satrio Rustam Hidayah () and Rifelly Dewi Astuti
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Satrio Rustam Hidayah: Faculty of Economics and Business Universitas, Departement of Magister Management
Rifelly Dewi Astuti: Faculty of Economics and Business Universitas, Departement of Magister Management

A chapter in Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), 2023, pp 40-50 from Springer

Abstract: Abstract The phenomenon of coffee shops in Indonesia is increasing with the emergence of unique local coffee shop brands that convey different values for each brand. Local coffee shops use social media as a marketing tool with the aim of building a brand and also as a communication tool to the target market they want to reach. This study explores the relationship between the two by involving brand awareness, value awareness, brand trust and brand loyalty in the S-O-R (stimulus-organism-response) framework. The survey was conducted on more than 200 consumers of coffee shop products who live in Indonesia and follow the Instagram platform of certain brands of coffee shops. Structural equation modeling approach is applied in this research and data processing is done with SmartPLS 3.0 application. The SEM technique is used to investigate the impact of social media marketing efforts on revisit intention, either directly or indirectly through brand awareness, trust, and loyalty. The findings of this study revealed that social media marketing activities had a favorable and significant impact on brand awareness, brand trust, and brand loyalty, either directly or through mediation.

Keywords: Brand consciousness; Brand loyalty; Brand trust; Revisit intention; Social media marketing activities (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-216-3_4

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DOI: 10.2991/978-94-6463-216-3_4

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