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All Journal Jurnal Ilmiah Manajemen Kesatuan ASEAN Marketing Journal
Syah, Tantri Yanuar R
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Economics, Econometrics & Finance Social Sciences

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Marketing Mix Analysis Regarding Customer Intention to purchase at Coffee Shop Premium Maharani, Alyssa; Syah, Tantri Yanuar R
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 4 (2024): JIMKES Edisi Juli 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

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This study examines the relationship between the marketing mix and purchase intention, focusing on premium coffee shops in Jakarta. The research employs the Theory of Planned Behavior (TPB) framework to assess how attitude, subjective norm, and perceived behavioral control mediate the effects of the marketing mix—product, price, place, and promotion—on consumer purchasing decisions. Data was gathered from 135 respondents, aged 15-46, who frequent coffee shops such as Starbucks Reserve and Djournal Coffee, using an online survey. The analysis was conducted through Structural Equation Modeling (SEM) using Smart PLS 4. The results indicate that the marketing mix enhances perceived customer value and shapes positive consumer attitudes towards premium coffee brands. While the marketing mix positively influences customer attitudes and subjective norms, it was found that subjective norms and perceived behavioral control do not significantly affect purchase intentions. This may be due to external factors such as market conditions and customer preferences playing a stronger role. Interestingly, value was not a direct driver of purchase intention, suggesting that cultural and social contexts, as well as personal experiences, might have a greater influence. The findings provide practical insights for premium coffee shop owners to refine their marketing strategies by focusing on enhancing the customer experience, maintaining product quality, and offering engaging promotions to encourage repeat purchases. The study contributes to the growing body of research on consumer behavior in the coffee shop industry and provides a foundation for future studies to explore additional variables influencing purchase decisions.
Antecedents of Customer Brand Engagement Affecting Customer Satisfaction, Trust, and Commitments in Forming Loyalty and Word of Mouth in Indonesia Lestari, Unik D; Syah, Tantri Yanuar R
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: The research objective was to determine customer brand engagement (CBE) drivers, which directly or indirectly generate word of mouth (WOM) on Instagram through trust, commitment, customer satisfaction, and loyalty. Design/methodology/approach: This research was conducted in Indonesia with 213 respondents who are active on Instagram accounts, have an age range between 20 and 60 years, and have an attachment to products from middle to upper-class brands in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method. Research Findings: The results show that customer involvement and flow experience are the main drivers of CBE, which then directly generate WOM, customer trust, and customer commitment. CBE also indirectly forms WOM through trust and commitment. Theoretical Contribution/Originality: This study can explain the importance of customer involvement and experience in forming CBE to gain loyalty and word of mouth through Instagram in Indonesia. Practitioner/Policy Implication: The managerial implication of the research is about brand-building strategies, forming satisfaction, trust, and commitment to brand loyalty in the short and long term through disseminating information on social media such as Instagram. Research limitation/Implications: This study has limitations; first, the research data only relies on one social networking site (Instagram) in Indonesia to test hypotheses. Second, the survey was about middle-class and above-class product brands. Third, in this case, it has not discussed demographics about age.
Co-Authors Lestari, Unik D Maharani, Alyssa