How Digital Marketing Through IMC influences Brand Retail and Brand Loyalty

Abstract

The development of digital technology that encourages the growth of digital marketing has made many businesses start using an integrated marketing communication system as a tool to carry out promotions because they are able to reach large market segments. Coffee Shop business is one of the businesses that need to reach large segment. This research aims to determine the influence of digital marketing through integrated marketing communication on retail brands and brand loyalty in the coffee shop business. This research uses quantitative research methods with data collection techniques in the form of distributing questionnaires online. The sampling technique used is a probability sampling technique with a total sample of 120 people. The data analysis technique used to answer the hypothesis of this study is SEM-PLS. The results of data analysis found that digital marketing through integrated marketing communication has an influence on retail brand and brand loyalty, and indirectly influences brand loyalty, through retail brands as a mediation variable.

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