INTEGRATING SOCIAL MEDIA MARKETING, BRAND GESTALT AND BRAND IMAGE OF LOCAL COFFEE SHOPS

Authors

Excelsis Harley Nathanael Maramis Universitas Klabat
Deske W. Mandagi Universitas Klabat

DOI:

Keywords:

Social Media Marketing, Gen Z, Coffee Shop, Brand gestalt, Brand Image

Abstract

This study aims to provide insights into building a strong brand image in the coffee shop business competition to win the Gen Z’s heart. This study examines how social media marketing (SMM) shape brand image of a local coffee shop through brand gestalt dimensions. Quantitative data was collected through offline and online surveys from 170 coffee shop visitors in Manado, Indonesia aged 16-27 years (Gen Z). The data was analyzed using Structural Equation Modeling (SEM) through the SmartPLS statistical application. The analysis results indicate a significant and positive influence of social media marketing on all dimensions of brand gestalt. However, the results differ in terms of brand gestalt in building Brand image. The dimensions of story and servicescape are considered to be less effective factors in building brand image. The findings of this study offer valuable insights for coffee shop owners when they develop marketing strategies through social media to build a strong brand gestalt and brand image among Gen Z.

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