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The Influence of Social Media Activities on Brand Loyalty of Kopi Kenangan Mediated by Intention of Continued Usage Intentions

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Quantitative analysis shows social media activities enhance brand loyalty in Kopi Kenangan consumers, suggesting strategic improvements.

Social media activities significantly enhance brand loyalty, impacting customer relationships and marketing strategies.
The analysis revealed a clear link between brand experience and loyalty, with a t-value of 7.577 exceeding the threshold.
A survey of 400 regular Kopi Kenangan consumers provided data for analysis using structural equation modeling.
Findings suggest that optimizing social media strategies could further strengthen brand loyalty and future growth.

Qatrunnada et al. (2025) studied this question.

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