Digital Marketing, Brand Image and Customer Loyalty at Kopi Kenangan in Pekanbaru

Elma Tarigan; Faradiba Fauzi; Muhammad Ricy; Eka Wandhira; Fitri Nofirda

doi:10.37641/jimkes.v11i3.2159

Authors

Elma Rosdawati Br Tarigan Department of Management, Faculty of Econonics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
Faradiba Kamilia Fauzi Department of Management, Faculty of Econonics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
Muhammad Alva Ricy Department of Management, Faculty of Econonics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
Eka Setia Wandhira Department of Management, Faculty of Econonics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
Fitri Ayu Nofirda Department of Management, Faculty of Econonics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v11i3.2159

Keywords:

Brand image, Digital marketing, Customer loyalty

Abstract

Coffee has become one of the most renowned beverages globally, particularly gaining prominence in Indonesia as a significant commodity. In recent times, the appeal of coffee has expanded among young people, particularly women, broadening its consumer base beyond its traditional audience of men and adults. With the growing popularity of coffee, coffee shop initiatives have surged, each employing various strategies to attract customers. This study aims to explore the impact of digital marketing on enhancing the brand image and customer loyalty of coffee shops, Kopi Kenangan in Pekanbaru. The qualitative research method employed a descriptive approach with case study research, incorporating surveys and interviews with employees of Kopi Kenangan in Pekanbaru. The results indicate a positive and substantial influence of digital marketing on the brand image of coffee shops, with a similarly positive and significant impact on customer loyalty.

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