SAVORING LOYALTY: HOW BRAND GESTALT MEDIATES THE SOCIAL MEDIA-BRAND LOYALTY RELATIONSHIP
Keywords:
Brand Gestalt, Brand Loyalty, Gen Z, Social Media Marketing
Abstract
This study aims to construct and validate a theoretical framework that explains the impact of social media on café branding and customer loyalty, with brand gestalt serving as a mediating variable. The study employed a quantitative descriptive and correlational research design, collecting data through questionnaires from a sample of 200 Gen Z café customers in Manado City. Participants were recruited using a combination of snowball and convenience sampling techniques. Data analysis was performed using Structural Equation Modeling (SEM) to explore relationships within the dataset. The results show that SMM significantly impacts the story, servicescape, sensescape, stakeholder, and brand loyalty. Additionally, story, sensescape, and servicescape all significantly influence brand loyalty. Furthermore, Results indicate that the story dimension of brand gestalt mediates the relationship between SMM and brand loyalty. The emphasis on social media marketing may not fully capture the influence of other marketing channels, and the sample size or geographic scope might limit the generalizability of the results. Future research could explore emotional engagement, brand equity, or other digital marketing strategies like influencer and content marketing while expanding to different industries or regions for broader insights. The study contributes to the theoretical understanding of brand gestalt by highlighting how specific dimensions—story, sensescape, and servicescape—positively impact customer loyalty. It extends existing theories by demonstrating that these dimensions, along with social media marketing, play crucial roles in shaping brand perceptions and loyalty.
References
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Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0101
Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: The moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(1), 182-199. https://doi.org/10.1108/APJML-08-2021-0602
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Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Cam, L. N. T., Nga, D. Q., & Tianrungpaisal, T. (2019). Brand personality and its moderating impact on brand loyalty: The empirical research of cafes in Vietnam. In Proceedings of the 2019 5th International Conference on E-Business and Applications (pp. 60–64).
Chu, S. C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism, and travel: A literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419-3438. https://doi.org/10.1108/IJCHM-05-2020-0480
Diamond, N., Sherry Jr, J. F., & Muñiz Jr, A. M. (2009). American girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134. https://doi.org/10.1509/jmkg.73.3.118
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders, and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360.
Fernando, A. (2022). Digital marketing strategy on a café during the recovery from the Covid-19 pandemic. Jurnal Mantik, 6(3), 3579–3590.
Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12, 1–10.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 92, 102706. https://doi.org/10.1016/j.ijhm.2020.102706
Jamil, K., Dunnan, L., Gul, R. F., & Shehzad, M. U. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 13, 865133. https://doi.org/10.3389/fpsyg.2022.865133
Kurniawan, F. A., & Adiwijaya, M. (2018). The analysis of online brand community, online perceived brand reputation, brand trust, brand loyalty at cafe businesses based in Surabaya. Petra International Journal of Business Studies, 1(1), 11–22.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. https://doi.org/10.1007/s11747-020-00733-3
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Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z’s perception of social media marketing effectiveness on the festival’s branding: The mediating effect of brand gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities.
Mandagi, D. W., & Centeno, D. (2024). Destination brand gestalt: dimensionalizing co-created tourism destination branding. International Journal of Tourism Cities.
Mandagi, D., Centeno, D., & Indrajit. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
Mandagi, D., Centeno, D., & Indrajit. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-16.
Manggopa, S., Sumenda, C., Anita, L. L. K., & Mandagi, D. (2023). Efektivitas sosial media marketing dalam membangun brand institusi pendidikan: Perspektif generasi Z. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2517-2526.
Mendes, S. (2023). The fourth space: Fashion branding and café-restaurant projects. In Fashion Heritage: Narrative and Knowledge Creation (pp. 215–238). Springer.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(5), 1073-1088. https://doi.org/10.1108/APJML-08-2020-0602
Parris, D. L., & Guzman, F. (2023). Evolving brand boundaries and expectations: Looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(5), 664-680. https://doi.org/10.1108/JPBM-01-2023-4256
Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795–2804.
Pratiwi, N. M. I., & Yasa, N. N. K. (2019). The effect of store atmosphere, social media marketing, and lifestyle on purchase decisions on consumers of the Alleyway café. European Journal of Management and Marketing Studies.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small medium enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463–e01463.
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452–464.
Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2022). The role of social media influencers in shaping customer brand engagement and brand perception. Jurnal Manajemen Bisnis, 9(2), 280-288.
Sudirjo, F., Sutaguna, I. N. T., Silaningsih, E., Akbarina, F., & Yusuf, M. (2023). The influence of social media marketing and brand awareness on Café Yuma Bandung purchase decisions. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 2(3), 27-36.
Tuten, T. L. (2023). Social media marketing. Sage Publications Limited.
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a destination gestalt model: Brand gestalt, brand attitude, and revisit intention. Asia-Pacific Social Science Review, 23(1), 65-78.
Wantah, A. M., & Mandagi, D. W. (2024). Social media marketing and fast-food restaurant brand loyalty: The mediating role of brand gestalt. Jurnal Informatika Ekonomi Bisnis, 337-343.
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: The case of Zap Manado. International Journal of Professional Business Review, 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). 'I see it, I want it, I buy it': The role of social media marketing in shaping brand image and Gen Z’s intention to purchase local products. Society, 10(2), 351-369.
Wibowo, A., Chen, S. C., Wiangin, U., & Ma, Y. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 12(4), 10225. https://doi.org/10.3390/su122410225
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: How brand gestalt influences revisit intention. SEIKO: Journal of Management and Business, 6(2), 144-159.
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905.
Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: A literature review and implications. Psychology & Marketing, 33(12), 1029–1038.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0101
Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: The moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(1), 182-199. https://doi.org/10.1108/APJML-08-2021-0602
Begum, E. A., Yavuz, K., & Piotr, K. (2020). Impact of social media in coffee retail business. Journal of Business and Economic Development, 5(1), 44–55.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Cam, L. N. T., Nga, D. Q., & Tianrungpaisal, T. (2019). Brand personality and its moderating impact on brand loyalty: The empirical research of cafes in Vietnam. In Proceedings of the 2019 5th International Conference on E-Business and Applications (pp. 60–64).
Chu, S. C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism, and travel: A literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419-3438. https://doi.org/10.1108/IJCHM-05-2020-0480
Diamond, N., Sherry Jr, J. F., & Muñiz Jr, A. M. (2009). American girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134. https://doi.org/10.1509/jmkg.73.3.118
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders, and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360.
Fernando, A. (2022). Digital marketing strategy on a café during the recovery from the Covid-19 pandemic. Jurnal Mantik, 6(3), 3579–3590.
Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12, 1–10.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 92, 102706. https://doi.org/10.1016/j.ijhm.2020.102706
Jamil, K., Dunnan, L., Gul, R. F., & Shehzad, M. U. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 13, 865133. https://doi.org/10.3389/fpsyg.2022.865133
Kurniawan, F. A., & Adiwijaya, M. (2018). The analysis of online brand community, online perceived brand reputation, brand trust, brand loyalty at cafe businesses based in Surabaya. Petra International Journal of Business Studies, 1(1), 11–22.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. https://doi.org/10.1007/s11747-020-00733-3
Mandagi, D. W. (2023). Pemasaran media sosial, gestalt merek dan loyalitas pelangan: Studi empiris pada Tomohon International Flower Festival. Manajemen Dewantara, 7(1), 32–45.
Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z’s perception of social media marketing effectiveness on the festival’s branding: The mediating effect of brand gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities.
Mandagi, D. W., & Centeno, D. (2024). Destination brand gestalt: dimensionalizing co-created tourism destination branding. International Journal of Tourism Cities.
Mandagi, D., Centeno, D., & Indrajit. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
Mandagi, D., Centeno, D., & Indrajit. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-16.
Manggopa, S., Sumenda, C., Anita, L. L. K., & Mandagi, D. (2023). Efektivitas sosial media marketing dalam membangun brand institusi pendidikan: Perspektif generasi Z. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2517-2526.
Mendes, S. (2023). The fourth space: Fashion branding and café-restaurant projects. In Fashion Heritage: Narrative and Knowledge Creation (pp. 215–238). Springer.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(5), 1073-1088. https://doi.org/10.1108/APJML-08-2020-0602
Parris, D. L., & Guzman, F. (2023). Evolving brand boundaries and expectations: Looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(5), 664-680. https://doi.org/10.1108/JPBM-01-2023-4256
Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating social media marketing and brand gestalt: An empirical analysis in educational institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795–2804.
Pratiwi, N. M. I., & Yasa, N. N. K. (2019). The effect of store atmosphere, social media marketing, and lifestyle on purchase decisions on consumers of the Alleyway café. European Journal of Management and Marketing Studies.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small medium enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463–e01463.
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452–464.
Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2022). The role of social media influencers in shaping customer brand engagement and brand perception. Jurnal Manajemen Bisnis, 9(2), 280-288.
Sudirjo, F., Sutaguna, I. N. T., Silaningsih, E., Akbarina, F., & Yusuf, M. (2023). The influence of social media marketing and brand awareness on Café Yuma Bandung purchase decisions. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 2(3), 27-36.
Tuten, T. L. (2023). Social media marketing. Sage Publications Limited.
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a destination gestalt model: Brand gestalt, brand attitude, and revisit intention. Asia-Pacific Social Science Review, 23(1), 65-78.
Wantah, A. M., & Mandagi, D. W. (2024). Social media marketing and fast-food restaurant brand loyalty: The mediating role of brand gestalt. Jurnal Informatika Ekonomi Bisnis, 337-343.
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: The case of Zap Manado. International Journal of Professional Business Review, 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). 'I see it, I want it, I buy it': The role of social media marketing in shaping brand image and Gen Z’s intention to purchase local products. Society, 10(2), 351-369.
Wibowo, A., Chen, S. C., Wiangin, U., & Ma, Y. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 12(4), 10225. https://doi.org/10.3390/su122410225
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: How brand gestalt influences revisit intention. SEIKO: Journal of Management and Business, 6(2), 144-159.
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905.
Published
2024-10-17
Section
Articles
Copyright (c) 2024 Lauren J. Lintang, David A. Lumangkun, Deske W. Mandagi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
