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Sam'un Jaja Raharja
Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Padjadjaran, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Transportation Other

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Journal : Journal of Management - Small and Medium Enterprises (SME's)

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THE IMPACT OF INSTAGRAM SOCIAL MEDIA ON KOPI KENANGAN BRAND LOYALTY Sebastian, Felix Kenneth; Raharja, Sam’un Jaja; Alexandri, Mohammad Benny
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.17909

Abstract

With the widespread use of social media, companies create various creative content to attract people's attention. One of them is Kopi Kenangan. This research aims to determine the influence of Instagram social media on Kopi Kenangan brand loyalty by studying consumers in the city of Bandung. The method used in this research is quantitative with a descriptive nature and uses a questionnaire as a data collection tool. The sample used was a purposive sampling technique aimed at Kopi Kenangan consumers in Bandung City with a total of 106 respondents. Data analysis was carried out using simple linear regression, coefficient of determination, and hypothesis testing. Based on the research results, the social media Instagram account @kopikenangan.id has an influence on the brand loyalty of Kopi Kenangan consumers. The coefficient of determination value was 30.8%, which shows that the remaining 69.2% is explained by other variables. Keywords: Social Media; Instagram; Coffee Shop; Brand Loyalty
Co-Authors Adela Rizki Nur Atikah Aditama, Muhammad Nabil Afifah Salihah AKHMAD, DEDE Anang Muftiadi Ani Nur Aeni, Ani Nur Aranis Chan Arianis Chan Asmara, Nadira Adinda Putri Audy Yudistira Lenggihunusa Avia, Muhammad Dusthin Putra Ayummi, Puti Azalia Nediva Kuntjoro Bambang Hermanto Bambang Hermanto Banatun Nafis Cecep Safa’atul Barkah, Cecep Safa’atul Cecep Safa’atul Barkah Chandra Hendriyani Charity Latanza Indahsari Dede Akhmad Devina, Arindya Putri Elfira Annisa Sastra Ellissa Priyanka Eriana Afnan Evelyn Sanadi Fadoli Fadoli Fathiha, Erika Azzahra Firah Fanesa Ginanjar, Jajang Hakim, Marsha Aulia Herawaty, Tety Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Ida Widianingsih Imam Suwandi Irvan Arif Kurniawan Itang Itang Jajang Ginanjar Khutami, Jumanul Qalby Lina Auliana Luthfi Thirafi Mardatillah*, Annisa Margo Purnomo Margo Purnomo Marsha Aulia Hakim Mas Rasmini Mega Adinda Eka Laksana Michael Marbun Miftahuddin, S.Si.,MAB., asep Mohammad Benny Alexandri Muhammad Lutfi Lazuardi Nenden Kostini Nurul Mardhiah Sitio* R. Anang Muftiadi Raden Marsha Aulia Hakim Ratih Purbasari Ratih Purbasari Ratih Purbasari Ratih Purbasari, Ratih Ria Arifianti Rivani - Rivani . Rivani Rivani Rivani Rivani Rusdin Tahir Rusdin Tahir Rusdin Tahir, Rusdin Salma Annisa Salma Shofia Rosyda Salma Shofia Rosyda Sari Usih Natari Sebastian, Felix Kenneth Sinta Ningrum Wiradinata Susilawati Sugiana, Neng Susi Wanty Cahyanti Wawan Wahyuddin Yunani, Jennifer Yuyun Yuniarti Yuyun Yuniarti, Yuyun