scholarly journals Increasing the Brand Awareness of Surabayas Coffee Shops in Partnership with Maru Design

K ta Kita ◽  
2021 ◽  
Vol 9 (2) ◽  
pp. 212-218
Author(s):  
Laurencia Citraningrum
Keyword(s):  
College Students ◽  
Brand Awareness ◽  
Electronic Book ◽  
Online Questionnaire ◽  
Coffee Shop ◽  
Medium Businesses ◽  
Coffee Shops

Maru Design is Surabaya branding agency for small to medium businesses. During author’s internship, Maru Design wanted a tool to help recognition of local coffee shops in Surabaya. The purpose is to raise brand awareness, so Maru Design get indirect promotion. The solution is creating a coffee shops guidebook consists of reviews by author and designed by Maru Design. Therefore, guidebook can be used to increase brand awareness of local coffee shops while promoting Maru Design. The author conduct an online questionnaire to 30 college students who are coffee shops' visitors and coffee drinkers. Then, observation of the shop and owner's interview to complete the guidebook.  Guidebook was made by applying theory of making guidebook by Noor (2018), coffee shop photography by Mike (2017), Writing by Cohen (2017) and Electronic book by Cepulskaite (2020). Through the finding, it is effective because it’s timeless aspect and easy access.Keywords: Brand awareness, Promotion, Guidebook, Coffee shops

scholarly journals Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial

2020 ◽  
Vol 11 (1) ◽  
pp. 48-56
Author(s):  
Wenny Pebrianti ◽  
Arweni Arweni ◽  
Muhammad Awal
Keyword(s):  
Data Analysis ◽  
Young People ◽  
Path Analysis ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Analysis Model ◽  
Coffee Shop ◽  
Coffee Shops ◽  
People Today

This writing aims to examine and analyze the effect of digital marketing, e-WOM, brand awareness of purchasing decisions at Pontianak Lokale coffee shop. This type of research uses a quantitative approach. The population in this study was 100 Lokale coffee shop followers on Instagram. Lokale Coffee Shop is one of the coffee shops of young people today that offers millennial coffee concept. With urbanites often spending time in coffee shops, coffee shops are now a symbol of lifestyle so that the choice of coffee shops themselves is also correlated with social status. The data analysis model used is path analysis. The results of this study indicate that digital marketing has no significant effect on brand awareness, while e-WOM has a significant effect on brand awareness, this shows that the effect of e-WOM is still very effective in its use in the marketing world compared to the use of digital marketing as a promotional tool in the current era. e-WOM and brand awareness have a significant effect on purchasing decisions, if viewed from the results obtained when the two ways of promotion are combined, the benefits can be maximized.  

scholarly journals The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China

2021 ◽  
Vol 13 (15) ◽  
pp. 8633
Author(s):  
Yuhan Ge ◽  
Qing Yuan ◽  
Yaxi Wang ◽  
Keunsoo Park
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Behavioral Intention ◽  
Perceived Value ◽  
Significant Positive Effect ◽  
Coffee Shop ◽  
Perceived Service Quality ◽  
Positive Effects ◽  
Coffee Shops ◽  
Positive Effect

In today’s increasingly competitive coffee industry, the point of running a good coffee shop is no longer to run a coffee and beverage shop simply, but to focus on the quality of service and the value that customers feel as a result. Previous studies have mainly discussed the customer satisfaction and behavioral intention of restaurants, while few studies have explored the influencing factors of customer satisfaction and behavioral intention of chain coffee shops. Given that the perceived service quality theory and DINESERV model can effectively predict customer satisfaction and behavioral intention, this study took 385 consumers in the first Starbucks Reserve flagship store in China as survey objects. SmartPLS 3.0 software was used to explore the relationship among respondents’ perceived service quality, customer perceived value, satisfaction, and behavioral intention. The results show that service quality has a partially significant positive effect on perceived value. Perceived service quality and customers’ perceived value both have significant positive effects on satisfaction. Customers’ satisfaction has a significant positive effect on their behavioral intention. These results indicate that enterprises should strengthen the emotional bond between consumers and enterprises and improve the reliability, assurance, and empathy of perceived service quality to create a better emotional resonance between consumers and the Starbucks brand to improve customer satisfaction. At the same time, it should also promote the symbolic perceived value of Chinese consumers to Starbucks to realize the sustainable development of coffee-shop operation and consumer repurchase. This study expands the research on the service quality, perceived value, and behavioral intention of coffee chain enterprises in the context of non-habitual coffee-drinking countries. Moreover, it provides case support for the operation and research of regional cultural consumption habits of international catering chain enterprises.

The Meaning of Coffee for Barista in Speciality Coffee Shop in Indonesia

2021 ◽  
pp. 097325862110058
Author(s):  
Redovan Witarta Adhi ◽  
Ulani Yunus
Keyword(s):  
Research Method ◽  
Qualitative Method ◽  
Sense Of Self ◽  
Phenomenological Approach ◽  
Third Wave ◽  
Coffee Shop ◽  
The Third ◽  
Self Image ◽  
Specialty Coffee ◽  
Coffee Shops

The purpose of this study is to determine the meaning of coffee for Barista in specialty coffee shop. The concept used in this study is the concept of self-image or an individual image. The concept of self-image also explains the feelings and thoughts of individuals. The research method used is qualitative method with a phenomenological approach. Whereas data collection is done by conducting observations, interviews and literature studies. The results of this study show that the meaning of coffee for Barista in specialty coffee shop is the deeper their understanding of knowledge about coffee, the stronger the meaning conveyed to their customers and also to increase the sense of self respect as Barista. Besides that, the interaction built between the Barista and the customers can also strengthen the characteristic of the coffee shops, which is to be the specialty coffee shop in the third wave era.

scholarly journals Factor Affecting Attitude and Purchase Intention of Luxury Fashion Product Consumption: A Case of Korean University Students

2020 ◽  
Vol 12 (18) ◽  
pp. 7497
Author(s):  
Maidul Islam ◽  
Bidhanchandra Nahakpam Singh
Keyword(s):  
College Students ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Brand Attitudes ◽  
Factors Affecting ◽  
South Korean ◽  
Product Consumption ◽  
Luxury Products ◽  
Korean College Students

The purpose of this study was to look into the factors affecting South Korean college students’ luxury goods purchases and their intent to buy them. A conceptual model was proposed and was tested by several hypotheses. Data were collected from Seoul, Daegu, and Daejeon in South Korea. A total of 153 respondents took part in this survey, which was conducted on brand awareness, social contrast, acquisitive, innovation in fashion, engagement in fashion, buying luxury brand attitudes, and buying interest of luxury products. Factor analysis and regression analysis were done to test the hypotheses by using SPSS. The results of this study indicated a significant positive relationship between the buying intention of luxury products and brand awareness, social contrast, and innovation in fashion. This paper help manufacturer and marketing managers to make better marketing strategies for college students.

Predictors of Academic Self-Concept for African American College Students

2016 ◽  
Vol 43 (6) ◽  
pp. 636-653
Author(s):  
Andrew S. Franklin ◽  
Scott M. Debb ◽  
Darlene G. Colson
Keyword(s):  
College Students ◽  
African American ◽  
Racial Identity ◽  
Grade Point Average ◽  
Self Concept ◽  
African American College Students ◽  
Online Questionnaire ◽  
Convenience Sample ◽  
Grade Point ◽  
Historically Black University

This study explored the roles of demographic variables, grade point average, centrality (an aspect of racial identity), and student-professor interactions in predicting academic self-concept. A convenience sample of 132 African American students (104 females and 28 males) ranging in age from 18 to 38 ( Mage = 26), attending a historically Black university completed an online questionnaire assessing demographic information, grade point average, an aspect of racial identity from the Multidimensional Inventory of Black Identity, student-professor interactions, and academic self-concept. Results showed that grade point average and student-professor interactions characterized by faculty’s level of care were significant factors in predicting academic self-concept. These relationships may be important for understanding salient factors that influence the academic self-concept in African American college students.

The role of mindset in preventing one’s mental health

2021 ◽  
Vol 64 (22) ◽  
pp. 5-14
Author(s):  
Herdian Herdian ◽  
Fatin Wahidah ◽  
Totok Haryanto
Keyword(s):  
Mental Health ◽  
College Students ◽  
Two Dimensions ◽  
Growth Mindset ◽  
Positive Mental Health ◽  
Implicit Theory ◽  
Data Collection Tool ◽  
Online Questionnaire ◽  
The World

Introduction: As long as the world is still in a pandemic, an individual must maintain his mental health to deal with problems or impacts arising from a pandemic situation. The growth mindset is believed to be a predictor in influencing a person's mental health. We tested how the growth mindset influences on positive mental health in college students during a pandemic. Method: A total of 567 students from universities in Indonesia randomly completed an online questionnaire. The data collection tool uses Positive mental Health and Implicit Theory Measures scale on two dimensions of growth mindset: intelligence mindset and moral mindset. Results: The results show that the intelligence mindset affects positive mental Health, the moral mindset as well. In addition, the two variables together, intelligence mindset and moral mindset, affect positive mental health. Conclusions: The three hypotheses proposed can be accepted statistically, but the magnitude of the influence of each hypothesis is very small. The implications and research suggestions are discussed in depth in the discussion.

Pengaruh Emotional Branding and Brand ldentity Terhadap Loyalitas Konsumen Coffee Shop di Yogyakarta

2010 ◽  
Vol 5 (1) ◽  
pp. 28
Author(s):  
Petra Surya Mega Wijaya ◽  
Jonathan Herdioko
Keyword(s):  
Social Interactions ◽  
Significant Influence ◽  
Equation Model ◽  
Brand Identity ◽  
Coffee Shop ◽  
The People ◽  
Live Music ◽  
Coffee Shops ◽  
Person Variable

The coffee shop industry in Yogtakarta is growing rapidly. Somelocatiotu arotmd the campuses become the strategic locations for the coffee shops. These shops are altractive alternatives for the people especially the stadents for discttssions or social interactions. They offer variuts serttice alternatives in accordancewith their segments. on cmerage, the industry offersaffardable prices for all Hnds of ctstomers especially students with qcellent senices. The competition among the shops is diverse to attract costumers in forns of the menus, drinb, hotspotfacility, live music, etc.Nearly every night especially on Scurdays or &ring holidays, thecoffee shops become the main destinations of people. The phenomenon is interesting to study especially the attitudes of the castomers of the coffee shops in Yogtalrarta. With the reason, this research attempts to see the influmce ofemotional branding and brand identity on the loyalty of the anstomers of the coffee shops in Yogtakarta.To lotow the inJluence, there were 200 questionnatres distributed to the people who have visited od shopped in the coffee shops in Yogtalarta &tring six montlzs since this research began. The analysis instrwnent to arutwer the lrypothesis is Strtrctural Equation Model (SEM).  The analysis indicates o significant influence on the relational vwiable on the brand as person, the fue serutes uperierce variable toward the brand as prgfluct, the imagery variable toward the brands as pro&tct, thebrand as person, and the Walty, as well as the brond as person variable toward loyalty. In addition, there is a non-signiJicant inJluence, namely the relatiorwl variable toward the brod as product, and loyalty, the five-serce wperience voriable toward the brmtd as person and loyalty, as weli the brondvriable as product toward loyalty.Kelwords: Emotional Branding, Brand ldentity, Loyalty, SEM, Coffee Shop Industry

Hubungan Pengetahuan Produk Minuman Kopi Terhadap Keputusan Pemilihan Minuman Di Coffee Shop “404 Eatery And Coffee”

2020 ◽  
Vol 2 (1) ◽  
pp. 1-6
Author(s):  
Jessica Rizky Darda ◽  
Mariani ◽  
Ridawati
Keyword(s):  
Survey Methods ◽  
Purchase Decision ◽  
Regression Result ◽  
Product Knowledge ◽  
Product Attributes ◽  
Information Searching ◽  
Coffee Shop ◽  
Food And Beverages ◽  
Coffee Shops

Nowadays drinking coffee in a coffee shop become a trend and a lifestyle in Indonesia. At the first coffee shop is one kind of a food and beverages industries that only focus for served only coffee. But, as long as food and beverages industries getting bigger, coffee shops did some innovation to their menus. They are not only serving coffee, coffee shops has another option for non coffee people. The innovation has bring the new problem for consumer and it is called as a purchase decision. The purchase decision has some factors that maybe can impact to itself, one  of  them is product knowledge. This research is about to find the correlation between product knowledge and purchase decision in coffee shop “404 eatery and coffee”. This research used explanatory survey methods and used questionnaire as an instrument. The instrument separated into two questionnaire, the first questionnaire is about product knowledge which has fouth indicator :product attributes, the functional benefits, the pshycologic benefits, and points of product. For the second questionnaire it has fifth indicator : introduction of needs, information searching, alternative evaluates, buying decision and post buying decision. The result of this research showed that x variable (product knowledge) has  a significant correlation to y variable (purchase decision) with the positively and significantly of  regression result (0,98) Keywords: Product knowledge, purchase decision, coffee shop, coffee

GAYA HIDUP MINUM KOPI DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN KOPI (STUDI KASUS PADA KOPI KENANGAN GANDARIA CITY - JAKARTA)

2020 ◽  
Vol 14 (01) ◽  
pp. 23-30
Author(s):  
Selvi Selvi ◽  
Lestari Ningrum
Keyword(s):  
Young People ◽  
Sample Population ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Coffee Shop ◽  
The People ◽  
Coffee Beans ◽  
Food And Beverage ◽  
Consumptive Behavior ◽  
Coffee Shops

Coffee is a drink that is preferred among the people. Coffee is a type of beverage that comes from the processing and extraction of coffee beans. Coffee comes from Arabic qahwah which means strength. Coffee can be said as a drink that provides energy. At this time there was a booming coffee shop business. These days the emergence of various types of coffee shops that sell various types of coffee drinks are supported by the interior and various unique concepts that can not be separated from people’s lives. This has led to consumptive behavior that mainly occurs among young people so they are happy to be in a coffee shop. This study aims to explain and find out whether there is an influence of lifestyle on a person’s purchasing decisions in the Coffee Memories of Gandaria City, especially among young people. The independent variables used in this study are Activity, Interest and Opinion. Sample population used in this study are visitors or consumers who are or have made purchases of Kengangan Gandaria City Coffee as many as 100 people. This research uses descriptive method. Based on the results of the determination test shows the number of 0.700 so it can be concluded that purchasing decisions are significantly influenced by lifestyle. This shows that the occurrence of consumptive lifestyles that affect a person in making purchase decisions. Lifestyle variables on opinion indicators provide the most powerful influence compared to other indicators. Keywords: lifestyle, buyer decision, coffe shop, food and beverage product

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