Pengaruh Sosial Media Marketing dan Brand Experience terhadap Revisit Intention, Brand Trust, dan Brand Loyalty pada Kopi Kenangan di Soloraya

Fajar Al Rahmatulloh; Imfrianti Aughtiah

doi:10.55681/sentri.v5i8.7135

Authors

Fajar Al Rahmatulloh Universitas Muhammadiyah Karanganyar
Imfrianti Aughtiah Universitas Muhammadiyah Karanganyar

DOI:

https://doi.org/10.55681/sentri.v5i8.7135

Keywords:

Social Media Marketing, Brand Experience, Revisit Intention, Brand Trust, Brand Loyalty.

Abstract

This study aims to analyze the effects of Social Media Marketing and Brand Experience on Revisit Intention, Brand Trust, and Brand Loyalty among Kopi Kenangan customers in Soloraya. A quantitative approach was employed using a survey method involving 200 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results indicate that Social Media Marketing has a positive and significant effect on Revisit Intention, Brand Trust, and Brand Loyalty. Brand Experience also has a positive and significant effect on Revisit Intention, Brand Trust, and Brand Loyalty. These findings suggest that effective Social Media Marketing activities and positive Brand Experiences enhance customers' intention to revisit, strengthen Brand Trust, and foster Brand Loyalty. This study provides practical implications for Kopi Kenangan in developing digital marketing strategies and creating better Brand Experiences to build long-term relationships with customers.

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