The Influence of Social Media Activities on Brand Loyalty of Kopi Kenangan Mediated by Intention of Continued Usage Intentions

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Social media activities significantly enhance brand loyalty, impacting customer relationships and marketing strategies.
The analysis revealed a clear link between brand experience and loyalty, with a t-value of 7.577 exceeding the threshold.
A survey of 400 regular Kopi Kenangan consumers provided data for analysis using structural equation modeling.
Findings suggest that optimizing social media strategies could further strengthen brand loyalty and future growth.

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Quantitative analysis shows social media activities enhance brand loyalty in Kopi Kenangan consumers, suggesting strategic improvements.

Qatrunnada et al. (2025) studied this question.

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