Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)

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

Authors
Satrio Rustam Hidayah1, *, Rifelly Dewi Astuti1
1Departement of Magister Management, Faculty of Economics and Business Universitas, Depok, Indonesia
*Corresponding author. Email: satrio.rustam01@ui.ac.id
Corresponding Author
Satrio Rustam Hidayah
Available Online 31 July 2023.
DOI
10.2991/978-94-6463-216-3_4How to use a DOI?
Keywords
Brand consciousness; Brand loyalty; Brand trust; Revisit intention; Social media marketing activities
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 July 2023
ISBN
10.2991/978-94-6463-216-3_4
ISSN
2352-5428
DOI
10.2991/978-94-6463-216-3_4How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Satrio Rustam Hidayah
AU  - Rifelly Dewi Astuti
PY  - 2023
DA  - 2023/07/31
TI  - The Effect of Social Media Marketing Activities on Revisit Intention at the Coffee Shop in Indonesia
BT  - Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
PB  - Atlantis Press
SP  - 40
EP  - 50
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-216-3_4
DO  - 10.2991/978-94-6463-216-3_4
ID  - Hidayah2023
ER  -