Quo Vadis Brand Love? Role of Cognition-Affection-Behavior Model for Local Coffee Shops in Indonesia

This study aims to identify the structural relationship between image, experience, love, trust, and brand loyalty for branded local coffee shops using the cognitive-affective-behavior (C-AB) model. One hundred thirty-five respondents participated in this study, and data analysis was performed using the SmartPLS statistical tool with the PLS-SEM method. It was found that brand image and experience had a significantly positive relationship with brand love and trust. Brand love and brand trust also have a significant positive relationship with brand loyalty, according to the assessment of Indonesian people on their favorite local coffee shop brands. This study contributes to the literature that the C-A-B model can explain the factors that form brand loyalty in the local coffee shop industry. In practice, brand love and brand trust owned by local communities form brand loyalty relationships in local products. This study also shows the mediating effect of brand love and brand trust for branded local coffee shops. Brand Love indirectly mediates the relationship between Brand Image and Brand Loyalty, but Brand Trust does not directly mediate the relationship between Brand Experience and Brand Loyalty. This study's main limitation is using the brand love mark only for brand love. The dimension of the brand love mark as Brand Respect can be included in future research.This study aims to identify the structural relationship between image, experience, love, trust, and brand loyalty for branded local coffee shops using the cognitive-affective-behavior (C-AB) model. One hundred thirty-five respondents participated in this study, and data analysis was performed using the SmartPLS statistical tool with the PLS-SEM method. It was found that brand image and experience had a significantly positive relationship with brand love and trust. Brand love and brand trust also have a significant positive relationship with brand loyalty, according to the assessment of Indonesian people on their favorite local coffee shop brands. This study contributes to the literature that the C-A-B model can explain the factors that form brand loyalty in the local coffee shop industry. In practice, brand love and brand trust owned by local communities form brand loyalty relationships in local products. This study also shows the mediating effect of brand love and brand trust for branded local coffee shops. Brand Love indirectly mediates the relationship between Brand Image and Brand Loyalty, but Brand Trust does not directly mediate the relationship between Brand Experience and Brand Loyalty. This study's main limitation is using the brand love mark only for brand love. The dimension of the brand love mark as Brand Respect can be included in future research

Antecedents and Consequences of Credibility and Parasocial Interaction on Food Shopping Intentions

Objective: In recent years, vlogging or a trending term, especially among YouTube viewers, has increasingly bombarded content on Google's video site. This study examines the antecedents and consequences of credibility and parasocial interactions on food shopping intentions. Design/Methods/Approach: The data was obtained through a survey of 117 followers of one of the five favorite food vlogger accounts of the Indonesian people based on a survey conducted by CNBC Indonesia (2020) and who have shopped for food products at least three times in the last six months. Data analysis is performed using the Structural Equation Model- Partial Least Square (SEM-PLS) to test the suitability of the hypothesized model. Findings: The findings of this study suggest that food stall owners can consider choosing celebrities or ambassadors to have their products reviewed to attract wider consumers. Originality: This study explores the attractiveness of celebrities on social media, especially YouTube, which can influence the purchase intention of their followers and the role of parasocial interaction and credibility in these interactions and results. Practical/Policy implication: The results of this study indicate that company management pays attention to who is right to promote their products. Influencers who will be used as promotional materials must also be in line with the products produced by the company so that there is no mistake in getting a wider consumer

KONSEP DAN STRATEGI KOMUNIKASI PEMASARAN: PERUBAHAN PERILAKU KONSUMEN MENUJU ERA DISRUPSI

Marketing has evolved from the concept of marketing 1.0 to 4.0 so that to learn what is needed and wanted by consumers, marketers must be able to have policies using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight in the field of marketing communication. This research methodology is a literature study from several journals that discusses marketing communication. The existence of communication can make it easier for someone to interact between one individual with another individual. Without communication there is no human life process. That is, every human being needs communication to exchange ideas in order to realize what he wants. Three major marketing shifts, marked by product-driven marketing in the later 1.0 era towards customer-centered marketing in the 2.0 era. Human-centered marketing existed in the 3.0 era. On the other hand, marketing communication tools can be in the form of advertisements, sales, signage, shops, displays, packaging, free product samples, coupons, giveaway and more. As for changing consumer behavior that is increasingly developing, the impact of marketing 4.0 also results in viral marketing through social networks such as Facebook enabling continuous two-way interactivity from anywhere and at any time