What question did this study set out to answer?

This research aims to examine the effects of marketing strategies, social media, and product innovation on customer loyalty, mediated by brand trust.

June 14, 2026Jurnal Akuntansi Keuangan dan ManajemenOpen Access

Marketing Strategy, Social Media, and Product Innovation Effects on Loyalty at Kopi Kenangan

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Authors

SMSastra MicoUniversitas Sumatera Utara EEElvera ElveraUniversitas Sumatera Utara

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Implication

Quantitative study analyzes brand trust's role in loyalty and purchasing decisions in active Kopi Kenangan consumers, suggesting marketing effectiveness.

Key Points

This research aims to examine the effects of marketing strategies, social media, and product innovation on customer loyalty, mediated by brand trust.
Quantitative approach utilizing Structural Equation Modeling—Partial Least Squares (SEM-PLS) technique
Data collected through questionnaires distributed to 100 active consumers of Kopi Kenangan
Data analyzed using SmartPLS 4 application.
Brand trust was significantly influenced by marketing strategies, social media, and product innovation.
Brand trust significantly affects customer satisfaction, loyalty, and purchasing decisions.
Effective marketing strategies and product innovations are crucial for enhancing brand trust.

Cite This Study

Mico et al. (2026) studied this question.

synapsesocial.com/papers/6a2e44a3b1cc60ccdea8a1fd https://doi.org/10.35912/jakman.v7i3.6507

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Implication

Quantitative study analyzes brand trust's role in loyalty and purchasing decisions in active Kopi Kenangan consumers, suggesting marketing effectiveness.

Marketing Strategy, Social Media, and Product Innovation Effects on Loyalty at Kopi Kenangan

Discussion

Member takes

Implication

Key Points

Cite This Study

Marketing Strategy, Social Media, and Product Innovation Effects on Loyalty at Kopi Kenangan

Discussion

Member takes

Implication

Key Points

Cite This Study

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