THE IMPACT OF INSTAGRAM SOCIAL MEDIA ON KOPI KENANGAN BRAND LOYALTY
(STUDIED ON CONSUMERS IN BANDUNG CITY)
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Felix Kenneth Sebastian(1*)
Business Administration, Faculty of Social and Political Science, Universitas Padjadjaran
-
Sam’un Jaja Raharja(2)
Business Administration, Faculty of Social and Political Science, Universitas Padjadjaran
-
Mohammad Benny Alexandri(3)
Business Administration, Faculty of Social and Political Science, Universitas Padjadjaran
(*) Corresponding Author
Keywords:
Social Media, Instagram, Coffee Shop, Brand Loyalty
Abstract
With the widespread use of social media, companies create various creative content to attract people's attention. One of them is Kopi Kenangan. This research aims to determine the influence of Instagram social media on Kopi Kenangan brand loyalty by studying consumers in the city of Bandung. The method used in this research is quantitative with a descriptive nature and uses a questionnaire as a data collection tool. The sample used was a purposive sampling technique aimed at Kopi Kenangan consumers in Bandung City with a total of 106 respondents. Data analysis was carried out using simple linear regression, coefficient of determination, and hypothesis testing. Based on the research results, the social media Instagram account @kopikenangan.id has an influence on the brand loyalty of Kopi Kenangan consumers. The coefficient of determination value was 30.8%, which shows that the remaining 69.2% is explained by other variables.
Keywords: Social Media; Instagram; Coffee Shop; Brand Loyalty
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References
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Wulan, S. & Rahayu, S. (2016). Pengaruh Media Sosial Instagram Terhadap Brand Loyalty Pada Monique’s Cakery di Bandar Lampung. Jurnal Manajemen dan Bisnis, 7(1), 25-44.
Yuliantari, K. dkk. (2020). Brand Loyalty Perawatan Wajah (Skin Care) Wardah Gentle Face Wash. Moneter: Jurnal Akuntansi dan Keuangan, 8(2), 186-191.
Cicek, M. & Erdogmus, I.E. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia – Social and Behavioral Sciences, 58, 1353-1360. Diunduh pada 20 Februari 2024 dari
https://www.researchgate.net/publication/266202684.
ElAydi, H.O. (2018). The Effect of Social Media Marketing on Brand Awareness Through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt. Open Access Library Journal, 5, 1-13. https://doi.org/10.4236/oalib.1104977.
Gyardani R.M. & Irawan H. (2023). Pengaruh Social Media Marketing Instagram Terhadap Brand Awareness, Brand Image, dan Brand Loyalty Pada Rumah Makan Riung Panyaungan. SEIKO: Journal of Management & Business, 6(1), 568-579.
Hannief, S.M. & Martini, E. (2018). Pengaruh Social Media Marketing Instagram Terhadap Loyalitas Merek Konsumen Warunk Upnormal. e-Proceeding of Management, 5(1), 377-390.
Harahap, T. dkk. (2022). Pengaruh Citra Merek, Kesadaran Merek, dan Loyalitas Merek Terhadap Ekuitas Merek Pada Produk Sari Roti. Jurnal EMBA, 10(4), 455-466.
Irawan, A.D. & Hadisumarto, A.D. (2020). Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, dan Brand Loyalty Pada Platform Social Media Instagram. Jurnal Manajemen dan Usahawan Indonesia, 43(1), 44-58.
Kehris, E. dkk. (2023). The Effect of Latinization on Reading Time and Understanding: Greeklish in Communication and Social Media. Social Networking, 12, 67-91. https://doi.org/10.4236/sn.2023.123005 .
Latifah, N.N. dkk. (2023). Pengaruh Pemasaran Media Sosial Instagram Terhadap Customer Brand Engagement dan Brand Loyalty. Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi, 20(2), 119-130.
Lorence, V. & Fuady, I. (2023). Pengaruh Percieved Credibility of Consumers, Percieved Images of Consumers, dan Consumer’s Trust Dalam Social Media Marketing Terhadap Minat Beli Produk Kecantikan. Jurnal Manajemen Pemasaran, 17(1), 11-16.
Luhur, S.H. dkk. (2021). Pengaruh Social Media Marketing Activities Terhadap Brand Loyalty Efek Mediasi Brand Consciousness dan Value Consciouness (Studi Pada Pelanggan Kopi Janji Jiwa di Kota Surakarta). Journal of Business Finance and Economic (JBFE), 2(2), 67-85.
Meruvishnu, J.R. & Sudaryanto, B. (2022). Analisis Pengaruh Social Media Marketing Instagram Shopee Terhadap Brand Loyalty Dengan Customer Engagement Sebagai Variabel Intervening. Diponegoro Journal of Management, 11(3), 1-14.
Moisescu, O.I. & Allen, B. (2010). The Relationship Between The Dimensions of Brand Loyalty (An Empirical Investigation Among Romanian Urban Consumers). Management & Marketing, 5(4), 84-98. Diunduh pada 20 Februari 2024 dari https://www.researchgate.net/publication/227430455.
Ramadhani, H.S. dkk. (2019). Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Brand Awareness, Brand Image, dan Brand Loyalty (Studi Kasus: Followers Pada Instagram Lazada.co.id). e-Proceeding of Management, 6(2), 2311-2320.
Ramadhan, M.A.F. (2019). Pengaruh Citra Merek, Kepercayaan, dan Komitmen Terhadap Loyalitas Pelanggan Aplikasi Transportasi Online GOJEK di Kota Malang. JIMMU: Jurnal Ilmu Manajemen, 4(2), 153-169.
Sabilla Y. dkk. (2023). Pengaruh Brand Liking dan Brand Competence Terhadap Brand Loyalty Pada Skincare Somethinc di Beautebox Tasikmalaya. J-CEKI: Jurnal Cendekia Ilmiah, 2(6), 608-611.
Sawitri H. & Yuziani. (2021). Gender dan Kebiasaan Minum Kopi Pada Mahasiswa Program Studi Kedokteran Universitas Malikussaleh. Jurnal Ilmiah Kesehatan Diagnosis, 16(4), 168-172.
Selvi & Ningrum, L. (2020). Gaya Hidup Minum Kopi Dalam Pengambilan Keputusan Pembelian Kopi (Studi Kasus Pada Kopi Kenangan Gandaria City – Jakarta). Kepariwisataan: Jurnal Ilmiah, 14(1), 23-30.
Tantu, S. dkk. (2016). Pengaruh Faktor Switcher, Habitual Buyer, Satisfied Buyer, Liking The Brand, dan Commited Buyer Terhadap Loyalitas Konsumen Produk Shampo Merk Pantene. Jurnal Berkala Ilmiah Efisinesi, 16(1), 257-268.
Widiantari, M.A. & Putri, B.P.S. (2022). Analysis Social Media Marketing Denpasar Industrial Training Center In Promoting The Tohpati Business Incubator Program. Management Studies and Entrepreneurship Journal, 3(5), 2797-2805.
Wulan, S. & Rahayu, S. (2016). Pengaruh Media Sosial Instagram Terhadap Brand Loyalty Pada Monique’s Cakery di Bandar Lampung. Jurnal Manajemen dan Bisnis, 7(1), 25-44.
Yuliantari, K. dkk. (2020). Brand Loyalty Perawatan Wajah (Skin Care) Wardah Gentle Face Wash. Moneter: Jurnal Akuntansi dan Keuangan, 8(2), 186-191.
Published
2025-11-01
How to Cite
Sebastian, F., Raharja, S., & Alexandri, M. (2025). THE IMPACT OF INSTAGRAM SOCIAL MEDIA ON KOPI KENANGAN BRAND LOYALTY. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1555-1567. https://doi.org/10.35508/jom.v18i3.17909
Section
Articles
