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All Journal Jurnal Ekonomi, Manajemen, dan Bisnis
Wahyu Timothy
Master’s Program in Management, Marketing Specialization, University of Indonesia, Indonesia
Economics, Econometrics & Finance

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The Effect of the “Seduh Inspirasi” Event Activation on Brand Loyalty and Purchase Intention: The Role of Brand Awareness and Brand Image of Kopi Kapal Api Wahyu Timothy; Daniel Tumpal Hamonangan Aruan
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 3 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i3.740

Abstract

This study analyzes the influence of event activation “Seduh Inspirasi by Kapal Api” and social media marketing on brand loyalty and purchase intention through brand awareness. The research employed a quantitative method using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach involving 340 respondents who attended the event at Universitas Gadjah Mada. The findings indicate that event marketing and social media marketing have a positive effect on brand awareness. Furthermore, brand awareness positively influences brand loyalty, brand image, and purchase intention. In addition, brand image significantly enhances brand loyalty, while brand loyalty positively affects consumers’ purchase intention toward Kapal Api Coffee.
Co-Authors Daniel Tumpal Hamonangan Aruan