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Taryono
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Journal : International Journal of Enterprise Modelling

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Digital marketing strategy of Waroeng Steak & Shake in building brand and millennial customer loyalty wawan, Agus; Taryono; Sutrisno
International Journal of Enterprise Modelling Vol. 20 No. 1 (2026): January: Publishing Process (Inpress)
Publisher : International Enterprise Integration Association

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/int.jo.emod.v20i1.165

Abstract

This study aims to analyze the influence of digital marketing strategy on brand equity and millennial customer loyalty at Waroeng Steak & Shake in the increasingly competitive culinary industry. It also contributes to marketing literature by integrating digital marketing strategy and brand equity as key determinants of sustainable millennial loyalty in the context of a local culinary brand in Indonesia. A quantitative research design was employed using primary data collected from 195 millennial customers who had made purchases within the last three months. Data were gathered through structured questionnaires and analyzed using multiple linear regression with SPSS version 25, including descriptive statistics, validity and reliability testing, classical assumption tests, and hypothesis testing. The results indicate that digital marketing strategy has a positive and statistically significant effect on brand equity (β = 0.512; p < 0.001) and customer loyalty (β = 0.437; p < 0.001). Furthermore, brand equity significantly influences loyalty (β = 0.468; p < 0.001) and partially mediates the relationship between digital marketing and loyalty. The coefficient of determination shows that the model explains 63.4% of the variance in loyalty. These findings highlight the strategic synergy between digital engagement and brand value in strengthening emotional attachment and long-term relationships. However, the study is limited to a single brand and a cross-sectional design; future research should include broader contexts and additional variables.
Co-Authors A., Prasetia Achmad Fahrudin Adriana, Galuh Afriana, Wendra Agus Heri Purnomo, Agus Heri Ajeng Rara Veronica Al Bazari Andika, Dicky Angga Pramana anwar sani, Muhammad Arif Satria Ario Damar Ayuning Atmasari, Ayuning B., Anugrah bayu pamungkas Brahmono, Boris de la Rosa, Emilio Deanda, Vindy Viandra Didin S. Damanhuri Dietriech Geoffrey Bengen Dini Dwi Putri Dwi Irtanti, Marsya Edy Wibowo, Sunaryo Etty Riani Fahreza Y H, M Ryan Fahriyatun Mufidah, Farah Farhan Zharfa Razani Fathonah , Ainnun Fredinan Yulianda Hadi Winoto, Suryadi Haliza Nur Amalia Putri Handoko Adi Haris, Ibnu Joko Santoso Juliana, Aisyah Kurniawan, Tikkyrino Kusumaningrum, Anisa Putri L.J., Pratama Lisa Rukisna Lubis, Khairul M. Zaky Syaputra M.A, & Rasti Magfiroh, Artika Nanda Malika, Illinia Mansur, Jam’an Nurchotib Marzuki Mennofatria Boer Monoarfa, Sri Fitriani Muhamad Agus Maryanto Murlita Nandi Kosmaryandi Nova Tri Evriani Prayogi, Khalfi Putri Tabita Putri, Fevi Rahma Dwi Putri, Laras Diajeng R.A. Loretta Kartikasari Rafsanjani Fajrin, Erba Rahmat Kurnia Rasyid Reva Indah Permata Sari Sitohang Rillus A Kinseng Rilus Kinseng Ruwe2, Natalia Eunike Safitri sapanli, kastana Septi Ayu Puspita N Setianingsih, Tri Sigid Hariyadi Sinta Ramadani Sintia Nur Afika Sitanggang, Charles Paulinus Marulitua Solly Aryza Sri Endang Kornita Subambang, R. Budiono Suci Lestari Sugiono, Edi Suharno, FA Suharno Suryadarma, Sheviyola Denenti Susanto, Handoko Adi SUTRISNO Syafiq, Raki Khoery Tri Waluyo Ufira Isbah Ulum, Reza Miftahul Vanda Iswara Putri wawan, Agus Widyawati Yanti, Bayu Vita Indah Yelly Zamaya Zambri, Mohammad Zulhamsyah Imran