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Business Management Journal Program Studi Manajemen
Published by Universitas Bunda Mulia
ISSN : 19070896     EISSN : 25986775     DOI : -
Core Subject : Economy, Humanities, Science, Social, Engineering,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences
Business Management Journal (BMJ) is a scientific journal managed by the Bunda Mulia University Management Study Program. BMJ is published twice a year. BMJ publishes scientific articles resulting from empirical research in the field of management science. BMJ accepts scientific papers written by lecturers, researchers or students in the fields of financial management, marketing management, human resource management and strategic and operational management.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 271 Documents
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SMM dan Brand Image pada Pembelian Kopi Kenangan: Mediasi Emotional Attachment Anto, Jimmy; Siratan, Elkunny Dovir
Business Management Journal Vol 22, No 1 (2026): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v22i1.9668

Abstract

The rapid growth of Indonesia’s coffee industry in major urban areas has shifted coffee consumption from a purely functional activity toward an experiential practice shaped by brand identity and social media communication. This study aims to elucidate the psychological mechanisms linking social media marketing (SMM) and brand image (BI) to purchasing decisions (PD) for Kopi Kenangan on Instagram by positioning emotional attachment (EA) as a mediating variable. Employing a quantitative approach, data were collected through an online survey of Kopi Kenangan consumers who actively use Instagram and have been exposed to the brand’s digital content. The data were measured using a Likert scale and analyzed using SEM-PLS to examine the structural relationships among the constructs. The findings reveal that SMM → EA is not significant, SMM → PD is not significant, BI → EA is significant, EA → PD is significant, and BI → EA → PD is significant. Conceptually, the findings highlight that digital marketing exposure does not automatically translate into purchasing behavior without the support of a strong brand image and meaningful emotional attachment. Managerial implications emphasize the importance of maintaining product quality consistency, managing digital reputation, and developing storytelling and experience-based content to strengthen emotional bonding. The study is limited by its focus on a single brand and platform, as well as the use of cross-sectional survey data. Future research is encouraged to extend the analysis to multiple platforms, incorporate additional psychological constructs, and adopt longitudinal or mixed-method approaches to better capture emotional dynamics and the impact of viral campaigns. This study contributes to consumer behavior literature by clarifying conditions under which engagement remains at the awareness level and offering practical insights into converting digital interaction into loyalty and repeat purchasing behavior.

Page 28 of 28 | Total Record : 271

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