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All Journal Monex: Journal of Accounting Research Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship International Journal of Business, Economics, and Social Development Interdisciplinary Social Studies Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Humanities Education and Social Sciences Journal of Social Science Return : Study of Management, Economic and Bussines Journal Research of Social Science, Economics, and Management Journal of Bussines Management Basic
Soesanty Maulany
Universitas Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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The Influence Of Brand Trust On Brand Loyalty With Brand Love As Mediator (Case Study Of Kopi Roemah Kesambi) Auliya Safitri; May Dedu; Soesanty Maulany
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 Rara Indah Oktaviani; May Dedu; Soesanty Maulany
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.
The Effect of Digital Literacy, Market Orientation, and Digital Marketing Capability on MSME Marketing Performance Harianto Harianto; Ramlah Puji Astuti; Soesanty Maulany
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2433

Abstract

This study explores how digital literacy, market orientation, and digital marketing capability affect the marketing performance of Food and Beverage MSMEs in Cirebon Regency. A quantitative method utilizing an associative research design was used to investigate the connections between the variables. The research included 100 MSME owners chosen via simple random sampling utilizing Slovin’s formula with a 10% margin of error. Data were collected using a structured questionnaire that utilized a five-point Likert scale and were analyzed via multiple linear regression with IBM SPSS software. The results demonstrate that digital literacy greatly improves marketing performance and stands out as the most impactful factor among the variables analyzed. Moreover, both market orientation and digital marketing capability show positive and substantial impacts on marketing performance. At the same time, the three variables together have a notable impact on the marketing performance of Food and Beverage MSMEs. These findings indicate that enhancing digital skills, refining market-driven business practices, and building digital marketing abilities are crucial strategies for boosting the competitiveness and marketing efficiency of MSMEs in a progressively digital business landscape
Co-Authors Aang Curatman Auliya Safitri Elsa Nurul Aliana Fadel Muhamad Gina Caesya Anugrah Harianto Harianto M. Sarudin May Dedu Misbak Misbak Muhammad Santoso Nihayah Yustika Sari Ninik Isropiani Nurohmah Ramlah Puji Astuti Rara Indah Oktaviani Shofiullah Shofiullah Siti Amanah Siti Nurlaela Sony Sony Basrizal Yuli Indriyani Zahwa Shofiyaturrahmah