Digital Marketing Communication and Consumer Perceived Value

Evidence from Mataram's Kopling Coffee Brand

Abstract

The rise of mobile coffee businesses has pushed operators to rely on digital marketing communication to inform, engage, and differentiate their products, ultimately shaping how consumers perceive value. This study examines the effect of digital marketing communication on consumers' perceived value of the Kopling mobile coffee brand in Mataram City. Using a quantitative survey method, data were gathered from 98 respondents selected through purposive sampling, targeting consumers who had purchased Kopling products and encountered information about them through digital platforms. A Likert-scale questionnaire was used, and the data were analyzed with simple linear regression in SPSS. The results show that digital marketing communication has a positive and significant effect on perceived value, with a regression coefficient of 0.289 and a significance value of 0.014 (p < 0.05). However, the R-squared value of only 0.061 indicates that digital marketing communication accounts for merely 6.1% of the variance in perceived value, leaving 93.9% explained by factors outside the model. These findings are interpreted through Schultz, Tannenbaum, and Lauterborn's Integrated Marketing Communication (IMC) framework and Zeithaml's Perceived Value Theory. The study concludes that while digital marketing communication meaningfully shapes consumer perceptions of value, it cannot stand alone: product quality, taste, price, service, other forms and elements of IMC, and the overall consumption experience remain essential to creating optimal consumer value. These results suggest that mobile coffee brands should combine strong digital communication with consistent product and service quality to sustain competitiveness.