Track: Business Management

Abstract

This study would like to explore the performance collaboration of social media, brand trust, product quality, and loyalty to revisit intentions towards Kopi Kenangan shops. This study analyzed the performance generated by social media marketing and the quality of Coffee Shop products on a local brand initially from Indonesia. The research method used in this study is quantitative, with as many as 289 respondents. Data collection is primary data from various Jakarta areas and Tangerang and Bekasi. The data test technique in this study used regression analysis with the Stata application. This study proves that collaboration of variables and social media marketing positively affects brand loyalty. Then, the brand trust has a positive effect on brand loyalty, product quality has a positive effect on brand loyalty, brand loyalty has a positive effect on revisit intention, social media marketing has a positive effect on revisit intention, and product quality has a positive effect positive on revisit intention. Thus, the respondents like local products quality typical of local brands. This research proves that collaboration of the variables above, especially for local Nusantara product quality, is mainly emphasized.