Article Per Year (5 Year)
p-Index From 2021 - 2026
1.953
P-Index
This Author published in this journals
All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) International Journal of Business, Economics, and Social Development International Journal of Social Service and Research PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Journal of Trends Economics and Accounting Research Journal Research of Social Science, Economics, and Management
Maulany, Soesanty
Unknown Affiliation
Aerospace Engineering Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Veterinary

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 12 Documents
Search

 1   2 
The Influence Of Brand Trust On Brand Loyalty With Brand Love As Mediator (Case Study Of Kopi Roemah Kesambi) Safitri, Auliya; Dedu, May; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1194

Abstract

Coffee consumption in Indonesia has changed from being a necessity to a part of a modern lifestyle due to the industry's rapid growth. This is especially true for the younger generation, whose visits to coffee shops are influenced not only by the taste but also by the atmosphere, brand image, and emotional attachment provided. This phenomenon provides a dilemma for local coffee shops such as Kopi Roemah Kesambi which, despite having excellent sales levels, nevertheless confronts variations in client retention such that brand loyalty has not been securely established. Although contemporary marketing theory highlights the significance of consumer emotional attachment to the brand as a foundation for long-term loyalty, the role of brand trust and brand love in forming brand loyalty in the context of local coffee shops is still rarely studied. This creates a research gap because the majority of prior studies emphasize product customer quality and satisfaction as determinants of loyalty. With a population of 368 active Kopi Roemah Kesambi customers and a sample of 192 respondents chosen using the Slovin formula with a 5% margin of error, this study employs a quantitative approach with an explanatory research method and a probability sampling technique through simple random sampling to close this gap. Data were obtained by a closed questionnaire based on a 1-5 Likert scale and analyzed using SEM-PLS through SmartPLS 4.0. It is hoped that this study will add to the body of knowledge on consumer behavior and help local coffee shops create more sustainable and successful customer retention strategies by examining the impact of brand trust on brand loyalty, with brand love serving as a mediator.
The Influence Of Storytelling Marketing On Purchase Intention Mediated By Brand Image: A Case Study Of Mekayo Coffee Shop Oktaviani, Rara Indah; Dedu, May; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1195

Abstract

Abstract The coffee shop industry in Indonesia is expanding swiftly, although not all establishments can compete effectively. The Mekayo coffee business has seen variable sales figures. This case study seeks to assist the firm in overcoming the problems posed by intensifying competition. This study aims to investigate the role of brand image as a mediator in the relationship between narrative marketing and purchase intention. This study employed a quantitative technique. The sampling approach employed a purposive sampling technique. The research sample comprised 360 respondents, all of whom were followers of Coffee Mekayo on Instagram. A survey using the Likert approach was employed for data gathering. The data analysis approach employed was SmartPLS software version 4. The data demonstrated that narrative marketing has a substantial impact on brand image, brand image significantly influences purchase intention, and storytelling marketing greatly influences purchase intention. Additional data suggest that brand image somewhat mediates the impact of narrative marketing on brand image. These findings demonstrate the significance of narrative marketing in establishing brand image and fostering customer purchase intention. Keywords: storytelling marketing, brand image, purchase intention, coffee industry.
Co-Authors Agustin, Amelia Agustina Apriyanti, Nina Aulia, Dyta Azizah, Siti Ijah May Dedu Muhamad, Fadel Oktavani, Icha Dinda Lestari Oktaviani, Rara Indah Ramadhan, Nauval Rawi, Rawi Safitri, Auliya Salsabilla, Meisya Shofiyaturrahmah , Zahwa Siska Ernawati Fatimah Siswanto, Hary Syalfadhilah, Dinda Umiyaroh