The Influence of Social Media Content and Café Atmosphere on Coffee Shop Brand Equity in Bandung City
DOI:
https://doi.org/10.59890/ijma.v4i4.59Keywords:
Café Atmosphere, Brand Equity, Social Media Content.Abstract
The large number of coffee shops in Bandung has implications for increasingly fierce competition. Brand equity is one of the strategic assets that can help ensure the sustainability and competitive advantage of a coffee shop. This study aims to examine the influence of social media content and café atmosphere on coffee shop brand equity in Bandung. The research was conducted using a quantitative approach. Primary data was sourced from questionnaires using a 5-point Likert scale. The sample size in this study is 150 respondents. Sampling was conducted using a purposive sampling technique. The research findings reveal that the café atmosphere has a greater influence than social media content in creating coffee shop brand equity. These findings provide a theoretical contribution to the formation of brand equity in the context of modern retail business, particularly in the coffee shop industry. Practically, the results of this research can serve as input for coffee shop managers in Bandung City and other areas in designing brand marketing strategies. First, the café atmosphere needs to be designed with an emphasis on ambiance, esthetic facilities, lighting, and table layout, making it more attractive and providing a satisfying customer experience. Second, management needs to maximize the use of social media as a means of building emotional interaction and customer engagement thru content created by the company as well as by customers.
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