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All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Maulidia Berlianti
Sriwijaya State Polytechnic, Palembang, Indonesia
Economics, Econometrics & Finance

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BRAND IMAGE EXPLORATION IN ENSURING CUSTOMER SATISFACTION IN THE TODAY'S COFFEE SHOP BUSINESS Muh. Husriadi; Maulidia Berlianti; Triwulandari Nehru Putri
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 1 (2025): JULY
Publisher : CV. Adiba Aisha Amira

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Abstract

Contemporary coffee shops face challenges in maintaining customer loyalty and satisfaction despite offering similar products. Likewise, understanding the role of brand image in shaping customer satisfaction is still limited. This study aims to explore in depth the role of brand image, product quality, service, atmosphere and digital media in ensuring customer satisfaction in contemporary coffee shops in Kendari city. The research method used is descriptive qualitative with data collection through in-depth interviews and direct observation of customers and selected coffee shop managers. The results of the study indicate that a strong and consistent brand image supported by product quality, friendly service, comfortable atmosphere and creative digital communication have an effect on customer satisfaction and loyalty. The implications of this study emphasize the importance of integrated branding strategies and active customer involvement to increase the competitiveness of contemporary coffee shops in a competitive market.
THE MEANING OF FINANCIAL LITERACY AND DIGITAL MARKETING FOR MSMES Candra Puspita Ningtyas; Maulidia Berlianti; Muh. Husriadi
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 12 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20520194

Abstract

Digital transformation has transformed the management and marketing patterns of micro, small, and medium enterprises (MSMEs), yet many MSMEs still face limitations in financial literacy and optimal use of digital marketing. This condition is important to examine because both capabilities influence the efficiency, competitiveness, and sustainability of businesses in Kendari City. This study aims to describe the meaning of financial literacy, digital marketing, and their integration in the business practices of MSMEs in Kendari City. The study used a qualitative phenomenological approach with data collection techniques through in-depth interviews, observation, and documentation of purposively selected informants. Data analysis was conducted using the Miles and Huberman model through data reduction, data presentation, and drawing conclusions. The results show that financial literacy is defined as the ability to manage cash flow, separate personal and business finances, and utilize profits productively. Digital marketing is understood as a means of promotion and market expansion through digital media. The integration of the two strengthens business efficiency, increases competitiveness, and supports the sustainability of MSMEs. The implications of this study emphasize the importance of integrated training between financial literacy and digital marketing for strengthening local MSMEs.
Co-Authors Candra Puspita Ningtyas Muh. Husriadi Triwulandari Nehru Putri