Does Social Media Marketing Activity Affect Coffee Shop Visit Intentions If Mediated by Brand Experience and Brand Awareness?

Warih Risma Haryanti and Aflit Nuryulia Praswati ()
Additional contact information
Warih Risma Haryanti: Universitas Muhammadiyah Surakarta, Faculty of Economics and Business
Aflit Nuryulia Praswati: Universitas Muhammadiyah Surakarta, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 426-434 from Springer

Abstract: Abstract In the bridge coffee and eatery, this study examines the impact of SMMA on visit intention using brand experience and brand awareness as mediating variables. This study falls under the category of quantitative research. Tourists who frequent The Bridge Coffee and Eatery's tourism area make up the study's population. Ninety respondents made up the study's sample. Non-probability sampling, where the model is chosen based on specific criteria, is the sample selection technique. The information used is primary, meaning it was gathered from respondents’ responses to a particular questionnaire. An analytical tool for use in research is SmartPLS 3.0. The findings of this study suggest that (1) SMMA has a favorable and significant impact on intentional visits. (2) Brand experience is significantly impacted by SMMA. SMMA positively and significantly impacts (3) Brand awareness. (4) Brand Experience significantly and favorably influences deliberate visits. (5) Brand awareness influences deliberate visits in a good and meaningful way. (6) The SMMA variable on Visit Intentional factors can be mediated by the Brand Experience variable. (7) The SMMA variable on the Visit Intentional variable can be moderated by the Brand Awareness variable. The research gap for this research is to answer the gap between 2 previous researchers who researched the same thing, and the researcher added the variables of brand experience and brand awareness. Social media will increase brand awareness and brand experience for consumers. Then if consumers have high brand awareness and experience, consumers will always visit the place of the product.

Keywords: SMMA; Brand Awareness; Brand Experience; Visit Intentional (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-204-0_37

Ordering information: This item can be ordered from
http://www.springer.com/9789464632040

DOI: 10.2991/978-94-6463-204-0_37

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().