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All Journal Journal Research of Social Science, Economics, and Management
Sabar Sabar
Institut Teknologi Sepuluh Nopember, Indonesia
Environmental Science

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The Influence Of Brand Experience Dimensions On Brand Loyalty Of Coffee X With Age Moderation Fine Isnadia Adji; Sabar Sabar
Journal Research of Social Science, Economics, and Management Vol. 4 No. 12 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i12.942

Abstract

The growth of the local coffee industry in Indonesia as triggered intense competition. The ‘ngopi’ (coffee-drinking) culture, increasing purchasing power, and evolving lifestyles have created promising business opportunities. The homogeneity concepts among coffee businesses has driven the innovation of competitive advantages. Customer loyalty is crucial for sustainability of Kopi X. This research investigates the influence of brand experience on customer loyalty in local coffee shops, using Kopi X as a case study. This quantitative study employs an online questionnaire and structural equation modelling (SEM) with the aid of AMOS software. The independent variables are brand experience (sensory, affective, behavioral, and intellectual) and brand love. The dependent variable is brand loyalty, with age serving as a moderating variable. The research findings indicate that brand experience dimensions such as sensory experience, affective experience, and intellectual experience have a positive and significant effect on brand love. However, the behavioral experience dimension does not significantly influence brand love. Brand love exerts a positive and significant influence on brand loyalty. Age strengthens the influence on brand love on brand loyalty. This research is expected to provide empirical contributions to the understanding of the factors influencing loyalty in local coffee shops. The results can offer strategic recommendations for coffee business stakeholders to enhance customer loyalty through effective brand experience management.
The Influence of TikTok-Based Content and Influencer Marketing on Purchase Intention of Eiger Travel Products among Generation Z: The Moderating Role of Gender Mhd Furqan Akbar; Sabar Sabar; Bambang Widjanarko Otok; Lissa Rosdiana Noer
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i7.1312

Abstract

The rapid growth of short-video–based social media, particularly TikTok, has transformed the way companies engage with consumers and stimulate purchase intention, especially among Generation Z as digital natives. However, for local brands such as Eiger in the travel and outdoor equipment industry, a key challenge remains in converting digital marketing activities into actual purchase intention, as reflected in the gap between high offline conversion rates and relatively low online sales contributions. This research aims to analyze the effects of content marketing and influencer marketing on purchase intention for Eiger’s travel products among Generation Z using a quantitative approach through a survey of 300 respondents who have been exposed to Eiger’s TikTok content. The research model is analyzed using the Stimulus–Organism–Response (S-O-R) framework and tested with Partial Least Squares–Structural Equation Modeling (PLS-SEM) employing SmartPLS software. The findings indicate that both content marketing and influencer marketing significantly enhance perceived enjoyment, which in turn serves as a strong mediator in increasing purchase intention. Furthermore, gender moderates the relationship between content marketing and perceived enjoyment, with female consumers showing greater responsiveness to storytelling and aesthetically appealing content, while male consumers respond more strongly to informative content. In contrast, gender does not moderate the relationship between influencer marketing and perceived enjoyment, suggesting a relatively homogeneous perception of influencers among Generation Z consumers. This study contributes to the literature by extending the application of the S-O-R theory to short-video marketing contexts and enriching empirical insights into Generation Z consumer behavior in Indonesia.
Co-Authors Bambang Widjanarko Otok Fine Isnadia Adji Lissa Rosdiana Noer Mhd Furqan Akbar