The Effect of Digital Marketing Communication on Consumers' Perceived Value of the Kopling Brand
DOI:
https://doi.org/10.36782/jobmark.v7i2.737Keywords:
Coffee Business, Consumer Behaviour, Consumer Value, Integrated Marketing Communication, Mobile CoffeeAbstract
Competition in the food and beverage industry is shifting as consumer behaviour changes and more people turn to digital media. Mobile coffee businesses in Mataram City reflect this shift in competitive dynamics, especially as mobile coffee brands offering a wide range of products, prices, flavours, and brand identities gain popularity. This study uses a quantitative survey approach with 98 respondents selected through purposive sampling based on prior purchases of Kopling mobile coffee products and information obtained through digital media. Data were collected with a Likert-scale questionnaire and analysed using simple linear regression in SPSS. The results indicate that digital marketing communication has a positive and significant effect on consumers' perceived value, with a regression coefficient of 0.289 and a significance level of 0.014 (< 0.05). An R-squared value of 0.061 indicates that digital marketing communication explains 6.1% of the variation in perceived value, while other factors outside the research model account for 93.9%. The study discussed these findings using the Integrated Marketing Communication framework by Schultz, Tannenbaum, and Lauterborn (1993) and Zeithaml's Perceived Value Theory (1988). The study highlights digital marketing communication as a meaningful driver of perceived value, while also showing that product quality, taste, price, service, and the consumption experience remain essential to maximize consumer value.Downloads
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