MEMBANGUN BRAND LOYALTY MELALUI INSTAGRAM EXPERIENTIAL MARKETING: PERAN MEDIASI SENSORY BRAND EXPERIENCE DAN BRAND TRUST DALAM INDUSTRI COFFEE-TO-GO

Zahra Nadhira Khairunnisa, - and Vanessa Gaffar, - and Lili Adi Wibowo, - (2025) MEMBANGUN BRAND LOYALTY MELALUI INSTAGRAM EXPERIENTIAL MARKETING: PERAN MEDIASI SENSORY BRAND EXPERIENCE DAN BRAND TRUST DALAM INDUSTRI COFFEE-TO-GO. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

Sebagai bagian dari kategori fast consumption, coffee-to-go yang merupakan jenis gerai kopi dengan format gerai minimalis dengan kursi terbatas dan penjualan yang didominasi takeaway serta kanal online, beroperasi dalam pasar yang sangat kompetitif dan menghadapi tingginya kecenderungan switching behavior di kalangan konsumen. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh Instagram experiential marketing terhadap brand loyalty dengan peran sensory brand experience dan brand trust sebagai variabel mediasi. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan yaitu explanatory survey dengan teknik sampel yang digunakan systematic random sampling dengan jumlah 411 responden. Teknik analisis penelitian ini adalah analisis Structural Equation Model (SEM). Hasil temuan pada penelitian ini yaitu bahwa gambaran instagram experiential marketing berada pada kategori cukup tinggi; sedangkan sensory brand experience, brand trust, dan brand loyalty berada pada kategori tinggi. Adapun hasil penelitian verifikatif penelitian ini memperoleh temuan bahwa (1) Instagram experiential marketing berpengaruh terhadap brand trust melalui sensory brand experience; (2) Instagram experiential marketing berpengaruh terhadap brand loyalty melalui sensory brand experience; (3) Instagram experiential marketing berpengaruh terhadap brand loyalty melalui brand trust; (4) sensory brand experience berpengaruh terhadap brand loyalty melalui brand trust; dan (5) Instagram experiential marketing berpengaruh terhadap brand loyalty melalui sensory brand experience dan brand trust. Implikasi dari hasil penelitian ini yaitu penerapan instagram experiential marketing yang memberikan pengalaman yang sama dengan yang didapatkan pelanggan secara langsung di gerai berupa sensory brand experience sehingga menciptakan persepsi dan kepercayaan yang membentuk brand loyalty. As part of the fast-consumption category, coffee-to-go, minimalist coffee outlets with limited seating and sales dominated by takeaway and online channels, competes in a highly contested market with pronounced consumer switching behavior. This study aims to describe and examine the effect of Instagram experiential marketing on brand loyalty, with sensory brand experience and brand trust serving as mediating variables. Employing a descriptive–explanatory design and an explanatory survey method, data were collected via systematic random sampling from 411 respondents and analyzed using structural equation modeling (SEM). Descriptively, Instagram experiential marketing is rated at a moderately high level, while sensory brand experience, brand trust, and brand loyalty are rated high. The verification results show that: (1) Instagram experiential marketing influences brand trust through sensory brand experience; (2) Instagram experiential marketing influences brand loyalty through sensory brand experience; (3) Instagram experiential marketing influences brand loyalty through brand trust; (4) Sensory brand experience influences brand loyalty through brand trust; and (5) Instagram experiential marketing influences brand loyalty through both sensory brand experience and brand trust. These findings imply that Instagram experiential marketing should deliver a promise that is matched by the consumer’s direct in-store sensory brand experience to foster favorable perceptions and brand trust that ultimately build enduring brand loyalty.

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Item Type:	Thesis (S2)
Additional Information:	https://scholar.google.com/citations?user=7tAv79AAAAAJ&hl=en&authuser=1 ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Lili Adi Wibowo: 5984836
Uncontrolled Keywords:	Instagram Experiential Marketing, Sensory Brand Experience, Brand Trust, Brand Loyalty, Coffee-to-Go.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
Depositing User:	Zahra Nadhira Khairunnisa
Date Deposited:	18 Sep 2025 01:44
Last Modified:	18 Sep 2025 01:44
URI:	http://repository.upi.edu/id/eprint/137732

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