The Effect of the “Seduh Inspirasi” Event Activation on Brand Loyalty and Purchase Intention: The Role of Brand Awareness and Brand Image of Kopi Kapal Api

Wahyu Timothy; Daniel Tumpal Hamonangan  Aruan

doi:10.70716/emis.v4i3.740

Authors

Wahyu Timothy Master’s Program in Management, Marketing Specialization, University of Indonesia, Indonesia Author
Daniel Tumpal Hamonangan Aruan Master’s Program in Management, Marketing Specialization, University of Indonesia, Indonesia Author

DOI:

https://doi.org/10.70716/emis.v4i3.740

Keywords:

social media marketing, brand awareness, brand image, brand loyalty, purchase intention

Abstract

This study analyzes the influence of event activation “Seduh Inspirasi by Kapal Api” and social media marketing on brand loyalty and purchase intention through brand awareness. The research employed a quantitative method using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach involving 340 respondents who attended the event at Universitas Gadjah Mada. The findings indicate that event marketing and social media marketing have a positive effect on brand awareness. Furthermore, brand awareness positively influences brand loyalty, brand image, and purchase intention. In addition, brand image significantly enhances brand loyalty, while brand loyalty positively affects consumers’ purchase intention toward Kapal Api Coffee.

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