Does Social Media Marketing Activity Affect Coffee Shop Visit Intentions If Mediated by Brand Experience and Brand Awareness?

DOI

10.2991/978-94-6463-204-0_37How to use a DOI?

Keywords

SMMA; Brand Awareness; Brand Experience; Visit Intentional

Abstract

In the bridge coffee and eatery, this study examines the impact of SMMA on visit intention using brand experience and brand awareness as mediating variables. This study falls under the category of quantitative research. Tourists who frequent The Bridge Coffee and Eatery's tourism area make up the study's population. Ninety respondents made up the study's sample. Non-probability sampling, where the model is chosen based on specific criteria, is the sample selection technique. The information used is primary, meaning it was gathered from respondents’ responses to a particular questionnaire. An analytical tool for use in research is SmartPLS 3.0. The findings of this study suggest that (1) SMMA has a favorable and significant impact on intentional visits. (2) Brand experience is significantly impacted by SMMA. SMMA positively and significantly impacts (3) Brand awareness. (4) Brand Experience significantly and favorably influences deliberate visits. (5) Brand awareness influences deliberate visits in a good and meaningful way. (6) The SMMA variable on Visit Intentional factors can be mediated by the Brand Experience variable. (7) The SMMA variable on the Visit Intentional variable can be moderated by the Brand Awareness variable. The research gap for this research is to answer the gap between 2 previous researchers who researched the same thing, and the researcher added the variables of brand experience and brand awareness. Social media will increase brand awareness and brand experience for consumers. Then if consumers have high brand awareness and experience, consumers will always visit the place of the product.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Warih Risma Haryanti
AU  - Aflit Nuryulia Praswati
PY  - 2023
DA  - 2023/10/04
TI  - Does Social Media Marketing Activity Affect Coffee Shop Visit Intentions If Mediated by Brand Experience and Brand Awareness?
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 426
EP  - 434
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_37
DO  - 10.2991/978-94-6463-204-0_37
ID  - Haryanti2023
ER  -