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XYZ COFFEE IN THE DIGITAL ERA : ANALYSIS OF BRAND TRUST AND CUSTOMER ENGAGEMENT AS DETERMINANTS OF PURCHASE DECISION

This study analyzes the role of social media marketing activities in influencing purchase intention and purchase decision for XYZ Coffee, with brand trust, brand attitude, and customer engagement acting as mediating variables. A quantitative explanatory approach was employed, involving 200 active s...

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Autori principali: Haferta Devanof, Kurniawati Kurniawati
Natura: Artigo
Lingua:Inglês
Pubblicazione: Universitas Nusa Cendana 2026-03-01
Serie:Journal of Management Small and Medium Enterprises (SME's)
Soggetti:
Brand Atttitude
Brand Trust
Customer Engagement
Purchase Intention
Purchase Decision
Accesso online:https://ejurnal.undana.ac.id/index.php/JEM/article/view/27284
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