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Journal of Management and Digital BusinessJournal of Management and Digital Business

Hadirnya berbagai macam produk kopi luar maupun lokal, membuat keberadaan kedai kopi mengalami peningkatan. Konsumsi kopi menjadi bagian gaya hidup kekinian saat ini. Penelitian ini bertujuan untuk menganalisis model struktural dari aktivitas pemasaran di media sosial, ekuitas merek, kesadaran nilai, dan loyalitas merek dalam meningkatkan niat membeli kembali pada produk Fore Coffee di Indonesia. Populasi penelitian ini adalah seluruh konsumen Fore Coffee di Indonesia dengan sampel penikmat produk beberapa kota besar di pulau Jawa. Teknik pengambilan sampel menggunakan purposive sampling. Kuesioner disebarkan melalui media Google Form dengan jumlah sampel sebanyak 158 responden yang memenuhi kriteria penelitian dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa aktivitas pemasaran sosial media berpengaruh positif dan signifikan terhadap niat membeli kembali, ekuitas merek, loyalitas merek, dan nilai kesadaran pada produk Fore Coffee. Ekuitas merek juga berpengaruh positif dan signifikan terhadap niat membeli kembali. Nilai kesadaran memiliki pengaruh positif signifikan pada loyalitas merek. Demikian pula dengan loyalitas merek yang memiliki pengaruh positif dan signifikan terhadap niat membeli kembali produk Fore Coffee di Indonesia.

Hasil penelitian menyimpulkan bahwa aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap ekuitas merek, niat beli berulang, loyalitas merek, dan kesadaran nilai.Ekuitas merek dan kesadaran nilai memiliki pengaruh positif terhadap loyalitas merek, sedangkan loyalitas merek berpengaruh positif terhadap niat beli berulang.Fore Coffee perlu terus mengembangkan strategi pemasaran media sosial untuk memastikan konsumen tetap loyal dan mau membeli produk secara berulang.

Penelitian lanjutan dapat fokus pada perbandingan dampak platform media sosial berbeda (seperti TikTok vs. Instagram) terhadap niat beli konsumen. Selain itu, penting untuk mengeksplorasi peran konten kreatif atau kolaborasi dengan influencer dalam membangun ekuitas merek. Penelitian juga bisa mengkaji pengaruh faktor budaya terhadap loyalitas merek di pasar internasional, terutama untuk merek lokal seperti Fore Coffee yang ingin memperluas cakupan pasar.

  1. Antecedents and Consequences of Brand Equity on Repurchase Intention of Beauty Salon Consumers | European... doi.org/10.24018/ejbmr.2022.7.3.1427Antecedents and Consequences of Brand Equity on Repurchase Intention of Beauty Salon Consumers European doi 10 24018 ejbmr 2022 7 3 1427
  2. PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG PADA KEDAI KOPI BLACK CANYON MALL JAMTOS | Jurnal Manajemen... doi.org/10.22437/jmk.v5i1.3233PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG PADA KEDAI KOPI BLACK CANYON MALL JAMTOS Jurnal Manajemen doi 10 22437 jmk v5i1 3233
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