The advancement of information and communication technology has transformed marketing strategies into digital forms, one of which is Instagram marketing. In the highly competitive coffee-to-go industry, Instagram marketing is believed to influence repurchase intention. To remain competitive, brands must build strong customer-based brand equity (CBBE), which enhances sales, fosters consumer trust, and differentiates them from competitors. This study addresses the inconsistency in previous findings and the lack of in-depth research on CBBE as a mediator between Instagram marketing and repurchase intention. A quantitative approach using an explanatory survey was employed, with a sample of 125 respondents who had viewed Instagram content from coffee-to-go brands. Sampling was conducted using purposive and incidental techniques. All instruments were validated and reliable, and the dataset met the assumptions of normality, heteroscedasticity, and multicollinearity. Hypothesis testing was carried out using the Process Macro analysis by Andrew F. Hayes with SPSS v27. The results show that Instagram marketing significantly influences CBBE; CBBE significantly influences repurchase intention; Instagram marketing does not directly influence repurchase intention; and CBBE fully mediates the relationship between Instagram marketing and repurchase intention.
Khairunnisa et al. (Sat,) studied this question.