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All Journal International Journal of Economics (IJEC)
Viando, Feterrido Wahyu
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Economics, Econometrics & Finance

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The Effect of Marketing Capability and Brand Reputation on Brand Loyalty of Tomoro Coffee through Competitive Advantage as a Meditation Variable Viando, Feterrido Wahyu; Paramitha, Intan Tirzana; Mujanah, Siti; Fianto, Achmad Yanu Alif
International Journal of Economics (IJEC) Vol. 4 No. 1 (2025): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i1.1214

Abstract

The purpose of this research is to analyze the influence of marketing capabilities and brand reputation on competitive advantage and brand loyalty among Tomoro Coffee customers in Surabaya. This study employs a quantitative research design using a cross-sectional method. The sample used in this research consisted of 100 respondents who are Tomoro Coffee customers residing in Surabaya. Sampling was conducted randomly through an online questionnaire using a Likert scale. Data analysis was carried out using the Structural Equation Modeling ( SEM ) approach with the Partial Least Squares ( PLS ) methodology. The results of this research indicate that marketing capability and brand reputation have a positive and significant effect on competitive advantage. Competitive advantage, in turn, has a positive and significant effect on brand loyalty. Marketing capability has a negative and insignificant effect on brand loyalty, whereas brand reputation exerts a positive and significant effect on brand loyalty. Furthermore, brand reputation has a significant influence on brand loyalty through competitive advantage as a mediating variable, while marketing capability demonstrates an insignificant effect on brand loyalty through competitive advantage as a mediating variable. The implications of this research suggest that Starbucks and other business actors can enhance their performance measurement systems related to marketing capability, brand reputation, competitive advantage, and brand loyalty. These improvements are essential for maintaining and strengthening their competitive position in the market. Keywords : Marketing Capability, Brand Reputation, Competitive Advantage, Brand Loyalty, Tomoro Coffee
The Effect of Product Innovation, Brand Awareness and Price Perception on Repurchase Decisions Through Customer Satisfaction with Social Media Marketing Activity & Perceived Value as Moderating Variables on Sagiko Float Fruit Juice Drink in the Kediri Residency Area East Java Viando, Feterrido Wahyu; Cempena, Ida Bagus; Endah Budiarti
International Journal of Economics (IJEC) Vol. 4 No. 1 (2025): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i1.1454

Abstract

The food and beverage (F&B) industry in Indonesia is currently experiencing rapid growth. Changes in lifestyle, especially in big cities where people like fast food and drinks, coupled with the active use of digital platforms, have a transformational impact on digitalization and open up opportunities for F&B business actors to promote their products to Internet users. This study aims to find empirical evidence regarding the effect of product innovation, brand awareness, and price perception on repurchase decisions through customer satisfaction, with social media marketing activity and perceived value as moderating variables on Sagiko float fruit juice drinks in the Kediri residency area east Java. The population in this study was customers who had made purchases at the Sagiko float in the Kediri residency area east Java. The sampling technique used was purposive sampling, which was to randomly select customers who had made purchases at Sagiko Float in the Kediri residency area east Java, with a total of 300 respondents. Hypothesis testing was conducted using the Structural Equation Modeling (SEM) approach or structural equation model with the Analysis of Moment Structures (AMOS)  version 26 program. Based on the results of the analysis of the seven tested hypotheses, all were proven to be accepted, namely that product innovation, brand awareness, price perception, social media activity, and perceived value have a significant effect on repurchase decisions and customer satisfaction. This study provides insights for companies in designing effective marketing strategies to increase customer satisfaction and the intensity of consumen repurchase decisions by increasing product innovation, brand awareness, price perception, and marketing activities on social media and perceived value
The Effect of Marketing Capability and Brand Reputation on Brand Loyalty of Tomoro Coffee through Competitive Advantage as a Meditation Variable Viando, Feterrido Wahyu; Paramitha, Intan Tirzana; Mujanah, Siti; Fianto, Achmad Yanu Alif
International Journal of Economics (IJEC) Vol. 4 No. 1 (2025): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i1.1214

Abstract

The purpose of this research is to analyze the influence of marketing capabilities and brand reputation on competitive advantage and brand loyalty among Tomoro Coffee customers in Surabaya. This study employs a quantitative research design using a cross-sectional method. The sample used in this research consisted of 100 respondents who are Tomoro Coffee customers residing in Surabaya. Sampling was conducted randomly through an online questionnaire using a Likert scale. Data analysis was carried out using the Structural Equation Modeling ( SEM ) approach with the Partial Least Squares ( PLS ) methodology. The results of this research indicate that marketing capability and brand reputation have a positive and significant effect on competitive advantage. Competitive advantage, in turn, has a positive and significant effect on brand loyalty. Marketing capability has a negative and insignificant effect on brand loyalty, whereas brand reputation exerts a positive and significant effect on brand loyalty. Furthermore, brand reputation has a significant influence on brand loyalty through competitive advantage as a mediating variable, while marketing capability demonstrates an insignificant effect on brand loyalty through competitive advantage as a mediating variable. The implications of this research suggest that Starbucks and other business actors can enhance their performance measurement systems related to marketing capability, brand reputation, competitive advantage, and brand loyalty. These improvements are essential for maintaining and strengthening their competitive position in the market. Keywords : Marketing Capability, Brand Reputation, Competitive Advantage, Brand Loyalty, Tomoro Coffee
Co-Authors Achmad Yanu Aliffianto Endah Budiarti Ida Bagus Cempena, Ida Bagus Paramitha, Intan Tirzana Siti Mujanah