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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

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

Electronic Cigarette: The Influence of Lifestyle, Health Perspective and Product Characteristic to Switching Behaviour in Surabaya, Indonesia 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.v4i1.1301

The purpose of this research is to understand the electronic cigarette user about their lifestyle profile, health perception, product experience and how this contribute to their switching behaviour from conventional cigarette to be e-cigarette user. This online survey with sample used consisted of 100 respondents in Surabaya. Indonesia - who are currently use electronic cigarette, as dual user or already fully switched from conventional cigarettes. 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 product experience use have significant and strong influence to the switching decision. Health perception also have significant and positive influence in switching behaviour, meanwhile the the Lifestyle apparently have weak influence to switching behaviour. The implication of this study can be used by business to tailor marketing communication strategy for middle-upper social segment where to emphasize more to the product experience and health benefit rather than lifestyle to support switching behaviour to electronic cigarettes from conventional cigarettes.

Social Influence, Price, and Product Traits on E-Cigarette Use: Perceived Benefits as Mediator, Social Media and Regulation as Moderators (Surabaya Adult Smokers) Paramitha, Intan Tirzana; Cempena, Ida Bagus; Budiarti, Endah
International Journal of Economics (IJEC) Vol. 4 No. 2 (2025): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i2.1422

This study aimed to examine the impact of social influence, price perception, and product characteristics on the decision to use e-cigarettes, with perceived benefits as a mediator and social media and government regulations as moderators. The research adopted a quantitative approach with a causal-explanatory design, targeting legally adult smokers in Surabaya who use or have switched to e-cigarettes and are active on social media. Using purposive sampling, 182 respondents were selected, and data were analyzed using SEM-PLS 4.0. The findings revealed several key insights: (1) Social factors, price perception, and product characteristics all positively and significantly influenced e-cigarette usage decisions. (2) These three factors also significantly enhanced perceived benefits, which in turn positively affected usage decisions. However, (3) social media and government regulations did not significantly moderate the relationship between perceived benefits and e-cigarette use, suggesting that individual consumer context plays a stronger role than external influences. The study’s implications highlight that manufacturers should prioritize product quality and competitive pricing to attract consumers, while policymakers should focus on public education regarding e-cigarette safety and risks. Since social media and regulations showed limited moderating effects, tailored strategies based on consumer behavior may be more effective than broad regulatory measures. This research contributes to understanding the drivers of e-cigarette adoption, offering practical insights for businesses and regulators in Indonesia’s growing vaping market

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

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

Electronic Cigarette: The Influence of Lifestyle, Health Perspective and Product Characteristic to Switching Behaviour in Surabaya, Indonesia 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.v4i1.1301

The purpose of this research is to understand the electronic cigarette user about their lifestyle profile, health perception, product experience and how this contribute to their switching behaviour from conventional cigarette to be e-cigarette user. This online survey with sample used consisted of 100 respondents in Surabaya. Indonesia - who are currently use electronic cigarette, as dual user or already fully switched from conventional cigarettes. 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 product experience use have significant and strong influence to the switching decision. Health perception also have significant and positive influence in switching behaviour, meanwhile the the Lifestyle apparently have weak influence to switching behaviour. The implication of this study can be used by business to tailor marketing communication strategy for middle-upper social segment where to emphasize more to the product experience and health benefit rather than lifestyle to support switching behaviour to electronic cigarettes from conventional cigarettes.

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