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All Journal INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) International Journal of Social and Education (INJOSEDU)
Maulidia Berlianti
Sriwijaya State Polytechnic, Palembang, Indonesia
Religion Humanities Economics, Econometrics & Finance Social Sciences

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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.
UNDERSTANDING DIGITAL MARKETING AND PUBLIC RELATIONS STRATEGIES IN BUILDING CONSUMER LOYALTY IN COFFEE SHOPS IN KENDARI CITY Muh. Husriadi; Maulidia Berlianti; Aini Ashary
INJOSEDU: International Journal of Social and Education Vol. 3 No. 4 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21129436

Abstract

The development of digital marketing and public relations have changed the way coffee Coffee shops build relationships with consumers, especially amidst increasingly fierce business competition in Kendari City. However, few studies have explored how consumers understand and interpret these two strategies in depth to foster loyalty. This study aims to analyze the experiences and interpretations of coffee shop managers and consumers. shops in Kendari City regarding digital marketing and public strategies relationships in building customer loyalty. This study used a qualitative approach with a phenomenological design. Data were collected through observation, in-depth interviews, and documentation with managers and active coffee consumers. A shop in Kendari City was then analyzed using the Miles and Huberman model. The results showed that consumer loyalty is formed through the intensity of social media use, the quality of visual content, honesty of communication, speed of response, comfortable atmosphere, friendly service, and consistency of experience between digital promotions and real-life conditions. These findings confirm that loyalty is determined not only by product quality but also by trust, emotional experiences, and ongoing relationships between businesses and customers. The implications of this research provide a practical basis for coffee shop to develop a more authentic, responsive, and consumer experience-oriented communication strategy.
BRANDING STRATEGY EXPLORATION IN BUILDING BRAND AWARENESS IN COFFEE SHOP MSMEs IN KENDARI CITY Muh. Husriadi; Maulidia Berlianti; Iwan Patta
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 5 No. 3 (2026): INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Publisher : ADISAM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21215128

Abstract

The development of coffee MSME-based shops in Kendari City show that competition is no longer only determined by product quality, but also by the ability to build a brand. awareness through consistent branding strategies. This situation drives the need for a deeper understanding of business actors' experiences in shaping brand identity amidst changing consumer behavior and digital marketing. This study aims to explore branding strategies in building a brand. awareness of coffee SMEs shop in Kendari City. The method used was qualitative research with a phenomenological approach through in-depth interviews, observation, and documentation of informants directly involved in branding practices. Data were analyzed using the Miles and Huberman model through data reduction, data presentation, and conclusion drawing. The results of the study indicate that brand Awareness is built through a consistent brand identity, a pleasant customer experience, active marketing communications, and a responsive digital presence. These findings confirm that branding in MSME coffee A shop serves not only as a promotional tool but also as a means of building emotional connection and differentiation in the local market. Consequently, MSMEs need to strengthen branding strategies that are simple, consistent, and appropriate to the local social context to maintain business competitiveness now and in the future.
Co-Authors Aini Ashary Candra Puspita Ningtyas Iwan Patta Muh. Husriadi Triwulandari Nehru Putri