Customer-Based Brand Equity for Coffee-to-Go Industry: The Influence of Instagram Marketing Through Brand Experience

Zahra Nadhira Khairunnisa, Agus Rahayu, Puspo Dewi Dirgantari, Oce Ridwanudin, Farizki Maulana Rafliansyah

Abstract


The development of information and communication technologies has shifted marketing strategies toward digital methods, one of which is Instagram marketing. Instagram marketing is believed to foster customer-based brand equity within the current coffee-to-go industry market conditions.  This study aims to address gaps in past research, particularly the inconsistent findings and the limited investigation of brand experience as a mediator linking Instagram marketing with customer-based brand equity in the coffee-to-go sector.A quantitative research method with an explanatory survey was employed. The sample consisted of 125 respondents who were consumers of the coffee-to-go industry and had viewed content or Instagram accounts of a coffee-to-go brand. The sampling techniques used were purposive and incidental sampling. All instruments were valid and reliable, and all data met the Classical Assumption Test requirements. Hypothesis testing was conducted using Process Macro by Andrew F. Hayes in SPSS v27. The findings of this study reveal that Instagram marketing positively impacts brand experience; brand experience, in turn, positively affects customer-based brand equity. Additionally, Instagram marketing shows a significant influence on customer-based brand equity, with brand experience serving as a partial mediator in this relationship.

Keywords


Brand Experience ; Customer-Based Brand Equity ; Coffee-to-G ; Instagram Marketing

References


Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002

Akoglu, H. E., & Özbek, O. (2021). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-2148.

Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.01.016

Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences, 12(4), 148.

Bryła, P., Chatterjee, S., & Ciabiada-Bryła, B. (2022). The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review. In International Journal of Environmental Research and Public Health (Vol. 19, Issue 24). MDPI. https://doi.org/10.3390/ijerph192416637

Chen, X., & Qasim, H. (2021). Does E-Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer-based brand equity and love. Journal of Consumer Behaviour, 20(5), 1065–1077. https://doi.org/10.1002/cb.1915

Choi, E. K. (Cindy), Fowler, D., Goh, B., & Yuan, J. (Jessica). (2016). Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry. Journal of Hospitality Marketing and Management, 25(7), 771–796. https://doi.org/10.1080/19368623.2016.1100102

Damavandi, G. A., Mohammadkazemi, R., & Sajadi, S. M. (2022). The Impact of Social Media Marketing on Brand Equity Considering the Mediating Role of Brand Experience and Social Media Benefits. Journal of International Business and Management. https://doi.org/10.37227/aricon-jibm-2022-11-6739

Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102501

Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742

Enes, Y. de S. O., Demo, G., Porto, R. B., & Zulato, T. S. (2024). What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges. In Sustainability (Switzerland) (Vol. 16, Issue 13). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/su16135412

Farhat, K., Mokhtar, S. S. M., & Salleh, S. B. M. (2021). Role of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs). Journal of Marketing for Higher Education, 31(1), 107-135.

Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2022). Effect of social media marketing and eWOM on willingness to pay in the etailing: Mediating role of brand equity and brand identity. Business Perspectives and Research, 10(3), 327-343.

Gon, M. (2021). Local experiences on Instagram: Social media data as source of evidence for experience design. Journal of Destination Marketing & Management, 19, 100435.

Gumilang, M. F., Yuliati, L. N., Dikky Indrawan, R., & Fajar Gumilang, M. (2021). Repurchase Intention of Millennial Generation in Coffee Shop with the Coffee-To-Go Concepts. International Journal of Research and Review, 8(2), 347.

Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353-1376. Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001

Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140.

Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., ... & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.

Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1-25.

Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. Sustainability (Switzerland), 13(4), 1–16. https://doi.org/10.3390/su13042277

Jeon, H. M., & Yoo, S. R. (2021). The relationship between brand experience and consumer-based brand equity in grocerants. Service Business, 15(2), 369–389. https://doi.org/10.1007/s11628-021-00439-8

Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64, 102794.

Khoirunnisa, A., & Astini, R. (2021). The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products. European Journal of Business and Management Research, 6(6), 35–41. https://doi.org/10.24018/ejbmr.2021.6.6.1145

Kim, & Kim, H. B. (2004). Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115–131. https://doi.org/10.1177/0010880404264507

Kim, & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. Wiley.

Nuseir, M., & Elrefae, G. (2022). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875-884.

Park, C. I., & Namkung, Y. (2022). The effects of instagram marketing activities on customer-based brand equity in the coffee industry. Sustainability, 14(3), 1657.

Park, C. I., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031657

Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99–115. https://doi.org/10.1057/s41262-020-00215-5

Rahmawati, & Hidayati, N. (2023). Exploring Gen Z Social Media Marketing Engagement on Brand Experience, Brand Equity, and Brand Trust: The Context of Muslim Fashion. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 16(3), 656–670. https://doi.org/10.20473/jmtt.v16i3.48761

Research and Markets. (2020). Global Coffee Shops Mark to Be Worth $237.6 Billion by 2025. https://www.globenewswire.com/

Simbolon, F. P., & Law, V. (2022). Social Media Marketing through Instagram and Repurchase Intention: The Mediating Role of Customer Engagement. Binus Business Review, 13(3), 223–232. https://doi.org/10.21512/bbr.v13i3.8576

Sohaib, M., Mlynarski, J., & Wu, R. (2023). Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010746

Toffin & Majalah MIX. (2020). 2020 Brewing in Indonesia - Insight for Successful Coffee Shop Business. www.insight.toffin.id

We Are Social. (2023). Digital 2023: Indonesia Report. https://wearesocial.com




DOI: https://doi.org/10.17509/jpis.v33i2.75514

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.