| dc.description.abstract | This research aims to examine the effect of implementing digital marketing and
experiential marketing on brand loyalty through brand trust in coffee shops in the city of
Yogyakarta, Indonesia. In this research, the population used was coffee shop customers in
the city of Yogyakarta, Indonesia. The number of samples taken was 266 respondents. This
research data was obtained using an online survey questionnaire via Google Form with a
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measurement scale using a 5-point Likert scale. This research is descriptive research using
quantitative methods. The analytical tool used is Structural Equation Modeling (SEM),
with data analysis techniques using the AMOS application version 23.0 and Sobel Test.
The results of the analysis show that the influence of digital marketing implementation has
a significant effect on brand loyalty, brand trust has a significant effect on brand loyalty
and experiential marketing has no significant effect on brand trust and brand loyalty and
digital marketing have no significant effect on brand trust. The results of this research can
help the coffee shop industry, especially in the Indonesian context, in understanding
consumer behavior and the factors that contribute to customer trust in a brand. | en_US |
