Bagaimana Media Sosial dan Ekuitas Merek dapat Meningkatkan Minat Beli Produk Kopi Kenangan?
DOI:
https://doi.org/10.29407/nusamba.v10i2.23971Keywords:
Social Media Marketing, Brand Equity, Purchase InterestAbstract
Research aim : This study investigates the influence of social media marketing and brand equity on consumer purchase intention toward Kopi Kenangan, a leading Indonesian coffee brand and the first New Retail F&B Unicorn in Southeast Asia.
Approach : A quantitative descriptive approach was employed, collecting data from 400 Kopi Kenangan Instagram followers. Multiple linear regression analysis was used to assess both partial and simultaneous effects of social media marketing and brand equity on purchase intention.
Research Finding: The results show that social media marketing has a positive partial effect on purchase intention, while brand equity demonstrates a stronger partial . When analyzed simultaneously, both variables explain confirming a significant combined impact.
Theoretical contribution/Originality : This research enriches existing literature by emphasizing the role of social media marketing and brand equity in shaping consumer behavior in the digital era.
Practitioner/Policy implication : The findings suggest that F&B businesses should strengthen their brand equity and leverage social media marketing strategies
Research limitation :. he study focuses solely on followers of a single brand’s social media platform, which may limit the generalizability of results across other consumer groups or industries.
Downloads
References
[1] Pendergrast M. Uncommon Grounds: The History of Coffee and How It Transformed Our World. Amerika Serikat: Basic Books; 1999.
[2] Kaplan, A. M., & Haenlein M. Users of the world, united The challenges and opportunities of Social Media. Business Horizons; 2010.
[3] Smith, A. N., Fischer, E., & Yongjian C. How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? J Interact Mark 2012:26(2), 102–13.
[4] Aaker AD. Managing brand equity. The Free Press; 1991.
[5] Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. J Mark 1993:57(1), 1–22.
[6] Wang, D., Xiang, Z., & Fesenmaier DR. How does social media affect destination image and tourism? Mapping the causal relationships. Tour Manag 2021:82.
[7] Kim, A. J., Ko, E., & Yang S. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. J Bus Res 2022:141, 358–67.
[8] Sugiyono. Metode Penelitian Sugiyono - 2019.pdf 2019:346.
[9] Maulidan AP, Fauji DAS. Optimizing Sales With Social Media at UD. Sumber Kacang Pace Nganjuk. Kilisuci Int. Conf. Econ. Bus., vol. 3, 2025, p. 2067–78.
[10] Ambami NFQ, Fauji DAS. Effective Branding Strategy in Orchid Cultivation Business ( Case Study on Ornamental Plants Dara Garden Karangnongko ). Kilisuci Int. Conf. Econ. Bus., vol. 3, 2025, p. 1586–604.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Anggi Pasca Arnu, Vanessa Gaffar , Meta Arief
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
How to Cite
