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All Journal JUIMA : Jurnal Ilmu Manajemen Binus Business Review
Ida Ayu Putri Widiasuari Riyasa
Politeknik Negeri Bali
Economics, Econometrics & Finance

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PERAN BRAND LOVE MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY PADA UMKM KULINER DI DENPASAR Ida Ayu Putri Widiasuari Riyasa; Nyoman Indah Kusuma Dewi; Ni Putu Maha Lina
JUIMA : JURNAL ILMU MANAJEMEN Vol. 13 No. 1 (2023): JUIMA : JURNAL ILMU MANAJEMEN
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar

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Abstract

Social media is currently growing quite rapidly with the development of technology and information in the industrial era 4.0. In line with the use of the internet which is growing quite rapidly, it can be used by Micro, Small and Medium Enterprises to market their products online. The purpose of this study is to explain the role of brand love in mediating the influence of social media marketing on brand loyalty in culinary SMEs in Denpasar. 110 respondents were used in the research by taking purposive sampling technique. The data analysis used is a Path Analysis technique with complete Sobel testing to examine the role of mediation. The results showed that 1) social media marketing had a positive and significant effect on brand loyalty to Culinary MSME consumers in Denpasar, 2) social media marketing had a positive and significant effect on brand love among Culinary MSME consumers in Denpasar, 3) brand love had a positive and significant effect on brand loyalty to Culinary MSME consumers in Denpasar, 4) brand love is able to mediate the influence of social media marketing on brand loyalty to Culinary MSME consumers in Denpasar. The implications of the research results are to continue to promote and be active on social media by providing good service and quality as well as promotions or discounts so that positive comments arise from consumers.
Exploring the Role of Experiential and Emotional Marketing in Building Customer Satisfaction and Loyalty in Coffee Shop Rifqi Nur Fakhrurozi; Nyoman Indah Kusuma Dewi; Putu Adriani Prayustika; Ida Ayu Putri Widiasuari Riyasa
Binus Business Review Vol. 16 No. 3 (2025): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v16i3.13594

Abstract

The research explored the role of experiential and emotional marketing in enhancing customer satisfaction and loyalty within Bali’s competitive coffee shop industry. With the rapid growth of coffee shops in Bali, particularly Gen Z consumers who prioritized experiences and emotional connections, the research investigated how these marketing strategies influenced consumer behavior. Drawing on data from 183 customers of a prominent coffee shop in Denpasar, the researchers employed multilayer Partial Least Squares Structural Equation Modeling (PLSSEM) to analyze the relationships between experiential marketing, emotional marketing, customer satisfaction, and customer loyalty. The findings reveal that both experiential and emotional marketing have a significant positive impact on customer satisfaction. Furthermore, both experiential and emotional marketing also directly influence customer loyalty. Importantly, customer satisfaction ensures that consumers feel fulfilled with the value they receive, which in turn strengthens long-term loyalty toward the brand. These insights underscore the importance of creating immersive, emotionally resonant experiences that align with the values and lifestyles of modern consumers. For practitioners, the research recommends designing sensory-rich environments, fostering emotional brand connections, and leveraging storytelling to enhance customer retention. From an academic perspective, the research contributes to a deeper understanding of consumer behavior in experiential service industries, particularly in a tourism-driven market like Bali. Future studies should consider broader demographic samples and longitudinal designs further to explore the evolving dynamics of customer satisfaction and loyalty.
Co-Authors Ni Putu Maha Lina Nyoman Indah Kusuma Dewi Putu Adriani Prayustika Rifqi Nur Fakhrurozi