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All Journal Jurnal Ilmiah Manajemen Kesatuan
Tarigan, Elma
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Economics, Econometrics & Finance Social Sciences

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Digital Marketing, Brand Image and Customer Loyalty at Kopi Kenangan in Pekanbaru Tarigan, Elma; Fauzi, Faradiba; Ricy, Muhammad; Wandhira, Eka; Nofirda, Fitri
Jurnal Ilmiah Manajemen Kesatuan Vol. 11 No. 3 (2023): JIMKES Edisi Desember 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v11i3.2159

Abstract

Coffee has become one of the most renowned beverages globally, particularly gaining prominence in Indonesia as a significant commodity. In recent times, the appeal of coffee has expanded among young people, particularly women, broadening its consumer base beyond its traditional audience of men and adults. With the growing popularity of coffee, coffee shop initiatives have surged, each employing various strategies to attract customers. This study aims to explore the impact of digital marketing on enhancing the brand image and customer loyalty of coffee shops, Kopi Kenangan in Pekanbaru. The qualitative research method employed a descriptive approach with case study research, incorporating surveys and interviews with employees of Kopi Kenangan in Pekanbaru. The results indicate a positive and substantial influence of digital marketing on the brand image of coffee shops, with a similarly positive and significant impact on customer loyalty.
Co-Authors Fauzi, Faradiba Nofirda, Fitri Ricy, Muhammad Wandhira, Eka