Publication: The Influence Of Firm Generated Content (Fgc) And Consumer Brand Engagement On Brand Loyalty In Indonesian Local Coffee Chains
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Date
2025-06
Authors
Dina Mardhatilah, Dina Mardhatilah
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Abstract
The relatively low coffee consumption in indonesia despite the rapid growth of local coffee chains calls for robust marketing strategies that increase consumer engagement and brand loyalty. Hence, the stimulus-organism-response (sor) model was applied in this study by integrating sensory marketing and the elaboration likelihood model (elm) to determine how firm-generated content (fgc) characteristics (audio cues, visual cues, argument quality, and source credibility) influence consumer brand engagement (cbe) and, subsequently, brand loyalty. A total of 452 generation z respondents in indonesia were selected via non-probability (purposive) sampling to participate in a cross-sectional online survey. Empirical data were analysed using partial least squares structural equation modeling (pls-sem). Visual cues, argument quality, and source credibility were found to positively influence cbe, while audio cues exerted a negative effect. Furthermore, cbe played a mediating role in the relationship betwen visual cues, argument quality, source credibility, and brand loyalty. Confirmatory tetrad analysis confirmed cbe as a higher-order reflective formative construct encompassing cognitive processing, affection, and activation.
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Keywords
Influence Generated Content (Fgc) Consumer Brand