Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia

Research Article

The Effect of Social Media Marketing and Brand Image on Customer Engagement: The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers)

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  • @INPROCEEDINGS{10.4108/eai.9-8-2022.2338675,
        author={Ummi Salamah Sitorus and Yasri  Yasri},
        title={The Effect of Social Media Marketing and Brand Image on Customer Engagement:                               The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers)},
        proceedings={Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICE-BEES},
        year={2023},
        month={11},
        keywords={brand image marketing customer engagement social media},
        doi={10.4108/eai.9-8-2022.2338675}
    }
    
  • Ummi Salamah Sitorus
    Yasri Yasri
    Year: 2023
    The Effect of Social Media Marketing and Brand Image on Customer Engagement: The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers)
    ICE-BEES
    EAI
    DOI: 10.4108/eai.9-8-2022.2338675
Ummi Salamah Sitorus1,*, Yasri Yasri1
  • 1: Universitas Negeri Padang
*Contact email: ummisalamahsitorus@gmail.com

Abstract

Establishing long-term relationships with customers by creating customer engagement is one of the important strategies for coffee shops to securing a competitive edge in business. This study analyze the effect of social media marketing and brand image on customer engagement with brand love as a mediating variable in a selected coffee shop brand in Medan City, Indonesia. This study employs quantitative methods and data are obtained through a survey conducted on 346 respondents who follow coffee shop social media accounts by applying purposive sampling. Data analysis applies Structural Equation Model (SEM) with AMOS 24. This study found that social media marketing has a positive and significant effect on customer engagement. Moreover, social media marketing positively and significantly impacts brand love. Brand image has no significant effect on customer engagement. Brand image has a positive and significant influence on brand love. Brand love has a positive and significant influence on customer engagement. Another result is that brand love partially mediates the relationship between social media marketing and customer engagement. Brand love also fully mediates the relationship between brand image and customer engagement.