SOCIAL MEDIA MARKETING STRATEGY TO INCREASE PURCHASE INTENTION THROUGH BRAND TRUST AND BRAND IMAGE IN LOCAL COFFEE SHOPS ON JAVA ISLAND
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Septiana Nurul Kharimah(1*)
Department of Management, Faculty of Economics and Business, Universitas Pancasila
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Eka Sudarmaji(2)
Department of Management, Faculty of Economics and Business, Universitas Pancasila
(*) Corresponding Author
Keywords:
Social Media Marketing, Brand Trust, Brand Image, Purchase Intention, Local Coffee Shops
Abstract
This study examines the effect of Social Media Marketing on Purchase Intention toward local coffee shops in Java Island, with Brand Trust and Brand Image as mediating variables. A quantitative method was used, which involved surveying 376 individuals who actively use social media and have come into contact with promotional content from local coffee shops. Purposive sampling was used, and the data were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 3.2. The findings indicate that Social Media Marketing has a positive and significant effect on Purchase Intention, and also significantly influences Brand Trust and Brand Image. Furthermore, Brand Trust and Brand Image significantly affect Purchase Intention and mediate the relationship between Social Media Marketing and Purchase Intention. These results suggest that effective social media strategies should focus on strengthening brand trust and brand image to enhance consumers’ purchase intention in the increasingly competitive local coffee shop industry.
Keywords: Social Media Marketing; Brand Trust; Brand Image; Purchase Intention; Local Coffee Shops
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References
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https://doi.org/10.21776/ub.wacana.2025.028.01.06
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Fajri, D. S. (2024, October 31). Kopi kenangan bersama segelas cappuccino: Kedai kopi dan jenis kopi yang diminati Gen Z. GoodStats. https://goodstats.id/article/kopi-kenangan-bersama-segelas-cappuccino-kedai-kopi-dan-jenis-kopi-yang-diminati-gen-z-boBqI
Alika, R. (2020, July 2). Survei: 54% UMKM pakai media sosial untuk pacu penjualan saat pandemi. Katadata. https://katadata.co.id/berita/bisnis/5efdb7a7bea69/survei-54-umkm-pakai-media-sosial-untuk-pacu-penjualan-saat-pandemi
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, X. X., & Slade, E. (2025). Theory of planned behaviour. In S. Papagiannidis (Ed.), TheoryHub book. https://open.ncl.ac.uk
Daniel, J. (2012). Choosing the type of nonprobability sampling. In Sampling essentials: Practical guidelines for making sampling choices (pp. 81–124). SAGE Publications. https://doi.org/10.4135/9781452272047.n4
Fromm, J. (2023, December 8). The Gen Z mindset is changing coffee. Forbes. https://www.forbes.com/sites/jefffromm/2023/12/06/the-gen-z-mindset-is-changing-coffee
Gakuo, P. (2025, December 23). Gen Z is reshaping coffee, but brands can’t risk losing loyal customers. Perfect Daily Grind. https://perfectdailygrind.com/2025/12/gen-z-reshaping-coffee-brand-customers
Gong, C., & Chartrungruang, B.-O. (2025). Social media marketing and brand loyalty influence on online purchase intention for Chinese customers in Thai supermarket businesses. Research and Community Services ICORCS, 4(1), 1–19.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hartono, S. F. D., Pakarti, P., Chasanah, A. N., & Putra, F. I. F. S. (2025). The influence of social media marketing on brand loyalty: The mediating role of brand trust and brand engagement (Case study on NPure skincare products). Jurnal Ilmu Manajemen dan Ekonomika, 17(2), 133–150.
https://doi.org/10.35384/jime.v17i2.732
Harvina, L. G. D., Ellitan, L., & Lukito, R. S. H. (2022). The effect of social media marketing on brand image, brand trust, and purchase intention of Somethinc skincare products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801
Hidayat, T., & Wulandari, N. S. (2022). Pengaruh harga dan kualitas produk terhadap minat beli studi kasus pada Milk and Food Pom Saba Embe. Jurnal Ekonomi dan Bisnis, 11(4).
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Mopilie, M. I. E., Haeruddin, M. I. W., & Haeruddin, M. I. M. (2023). Strategi pemasaran dalam mempertahankan bisnis coffee shop di masa pandemi Covid-19 (Studi Anomali Coffee Makassar). Jurnal Manajemen, 2(2), 110–118.
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P.-K. C. (2020). The effects of social media marketing, trust, and brand image on consumers’ purchase intention of GO-JEK in Indonesia. In Proceedings of the 6th International Conference on E-Business and Applications (pp. 5–10). ACM. https://doi.org/10.1145/3387263.3387282
Murti, T. K. (2019). Pengaruh brand image, promosi dan biaya pendidikan terhadap keputusan mahasiswa melanjutkan studi pada program studi pendidikan ekonomi. Edunomic Jurnal Pendidikan Ekonomi, 7(2), 102–107. https://doi.org/10.33603/ejpe.v7i2.1969
Park, Y. S., Konge, L., & Artino, A. R. (2020). The positivism paradigm of research. Academic Medicine, 95(5), 690–694. https://doi.org/10.1097/ACM.0000000000003093
Prasetio, A., & Zahira, S. E. (2021). Pengaruh social media marketing pada brand image dan brand trust terhadap purchase intention produk kosmetik Sariayu Martha Tilaar. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(3), 663–677.
Purwanto, A. (2024, August 15). Mengapa kafe dan kedai kopi kian marak di Indonesia? Kompas.id. https://www.kompas.id/artikel/mengapa-kafe-dan-kedai-kopi-kian-marak-di-indonesia
Purwanto, A. (2025, November 2). Jakarta coffee week 2025 and trends in the Indonesian coffee shop market. Kompas.id. https://www.kompas.id/artikel/en-jakarta-coffee-week-2025-dan-tren-pasar-kedai-kopi-indonesia
Qualtrics. (2022, June 27). Brand trust: What it is and why it’s important. Qualtrics. https://www.qualtrics.com/articles/strategy-research/brand-trust
Ryan, D. (2015). Understanding social media: How to create a plan for your business that works. Kogan Page.
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Sari, S. P. (2020). Hubungan minat beli dengan keputusan pembelian pada konsumen. Jurnal Psikologi, 8(1), 147–155.
Sartika, D. (2021). Determinan purchase intention dan implikasinya terhadap purchase decision sepatu non original (KW) pada mahasiswa perguruan tinggi di Kota Samarinda. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 4(4), 573–587. https://doi.org/10.31842/jurnalinobis.v4i4.206
Shi, W., Li, L., Zhang, Z., Li, M., & Li, J. (2025). Research on driving factors of consumer purchase intention of artificial intelligence creative products based on user behavior. Scientific Reports, 15(1), 17400. https://doi.org/10.1038/s41598-025-01258-x
Singh, S., Dadhich, P., & Katoch, A. (2025). To understand the meaning of social media marketing and the factors that influence social media marketing. International Journal of Research and Innovation in Social Science, 9(2), 1427–1437. https://doi.org/10.47772/IJRISS.2025.9020116
Sinulingga, M. H., Sembiring, M. T., & Iskandarini, I. (2024). Analisis strategi pemasaran pada coffee shop (Studi kasus pada Misi Kopi Kota Tebing Tinggi). Journal of Accounting and Finance Management, 5(5). https://doi.org/10.38035/jafm.v5i5
Subhan, N., Sudarmaji, E., & Munirah, M. (2019). Perceived desirability and feasibility on entrepreneurial intentions for Indonesian young digital talent in business. IOSR Journal of Mathematics, 15(3), 1–10. https://doi.org/10.9790/5728-1503010110
Sudarmaji, E., Hendratni, T. W., Widyaningsih, M., Azizah, W., Nugroho, A., Azzahra, F., & Putri, S. M. A. (2025). Understanding investment readiness among generation Z: A multidimensional analysis of digital natives’ financial decision-making. International Journal of Social Science and Human Research, 8(9). https://doi.org/10.47191/ijsshr/v8-i9-61
Talib, N. R. A., & Sari, M. N. (2024). Analisis efektivitas penggunaan media sosial dalam peningkatan brand awareness pada UMKM Kota Tangerang Selatan di era digital. Jurnal Ekonomi Akuntansi Manajemen Agribisnis, 2(2).
https://doi.org/10.58222/jurekma.v2i2.318
We Are Social. (2023). Digital 2023: Indonesia. https://wearesocial.com/wp-content/uploads/2023/03/Digital-2023-Indonesia.pdf
Published
2026-03-09
How to Cite
Kharimah, S., & Sudarmaji, E. (2026). SOCIAL MEDIA MARKETING STRATEGY TO INCREASE PURCHASE INTENTION THROUGH BRAND TRUST AND BRAND IMAGE IN LOCAL COFFEE SHOPS ON JAVA ISLAND. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 569-588. https://doi.org/10.35508/jom.v19i1.26516
Section
Articles
