CONCEPTUAL PAPER ON THE INFLUENCE OF SOCIAL MEDIA MARKETING, IMAGE, MOTIVATION AND BRAND TRENDINESS ON BRANDED COFFEE CHAIN IN INDONESIA
DOI:
https://doi.org/10.33102/xdzjv084Keywords:
social media marketing, café trendiness, café image, consumer motivation, loyaltyAbstract
The competitive corporate world has increased social media use, especially in the food and beverage industry. This conceptual paper aims to explore the interrelationship between social media marketing, café trendiness, café image, consumer motivation and loyalty in the context of branded café chain in Indonesia. Social media marketing is deemed to boosts sales and loyalty, as social media makes information easy to obtain and share, consumers are increasingly using it. Motivation also helps build customer loyalty. Trendiness—a brand's ability to adapt to shifting consumer preferences—can also boost customer loyalty, especially in the branded chain café industry. Companies that follow trends and consumer preferences can boost brand loyalty. In conclusion, social media marketing, and café trendiness is essential for brand and customer loyalty. The branded café chain may give customers a great experience by enhancing social media marketing activities, café trendiness, café image, which will increase consumer motivation and will in turn enhance customer loyalty.
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