The Investigation of Young Indonesian Consumer Loyalty toward Coffee Shops

Abstract

The purpose of this study was to determine the relationship and influence between social media marketing activities, brand awareness, brand image and consumer loyalty. The information used in this study came from survey responses distributed to 250 visitors to the Cosan coffee shop in Indonesia,Yogyakarta. Non-probability sampling with a purposive sampling approach is the sampling methodology used in this study. Purposive sampling was used in this study because it was necessary to meet specific criteria before selecting a sample in order to be able to answer certain research questions in addition to providing a representative value. Testing the hypothesis used in this study using statistical Structural Equation Modeling (SEM) with the help of the AMOS 24 program. Social media marketing activity variables positively and significantly influence brand awareness at Cosan coffee shops in the city of Yogyakarta, Social media marketing activities have a positive and significant effect on brand image at Cosan coffee shops in Yogyakarta city, Brand image and awareness have a positive and significant effect on consumer loyalty at the Cosan coffee shop in the city of Yogyakarta.