Implementation of Digital Marketing to Increase Customer Trust and Customer Loyalty of MSME Coffee Shops in Badung Regency

DOI

10.2991/978-94-6463-622-2_27How to use a DOI?

Keywords

Digital Marketing; Customer Trust; Customer Loyalty; Coffee Shop

Abstract

Indonesia ranks third globally in coffee production, with a total output of 794.8 thousand tonnes in 2022, representing a 1.1 percent growth over the previous year. Over time, the growing number of MSMEs in the trade sector in Badung Regency has led to an increase in coffee shop competitors. This study aims to implement digital marketing strategies to enhance customer confidence and loyalty towards MSME coffee shops located in Badung Regency. The sample was selected using a non-probability selection technique called purposive sampling. The participants in the study were individuals who frequented coffee shops, with a sample size of 104 individuals. The data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. The findings of this study indicate that digital marketing exerts a favorable and substantial influence on client loyalty and trust. Customer trust exerts a beneficial and significant impact on customer loyalty. Moreover, customer trust mediates the relationship between digital marketing and client loyalty. The research findings have theoretical implications as they contribute empirically to understanding the relationship between digital marketing characteristics, customer trust, and customer loyalty in management science marketing.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ida Ayu Putri Widiasuari Riyasa
AU  - Nyoman Indah Kusuma Dewi
AU  - Gede Pradiva Adiningrat
AU  - Putu Adriani Prayustika
PY  - 2024
DA  - 2024/12/31
TI  - Implementation of Digital Marketing to Increase Customer Trust and Customer Loyalty of MSME Coffee Shops in Badung Regency
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)
PB  - Atlantis Press
SP  - 239
EP  - 246
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-622-2_27
DO  - 10.2991/978-94-6463-622-2_27
ID  - Riyasa2024
ER  -