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The Influence Of Firm Generated Content (Fgc) And Consumer Brand Engagement On Brand Loyalty In Indonesian Local Coffee Chains

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dc.contributor.authorDina Mardhatilah, Dina Mardhatilah
dc.date.accessioned2026-06-18T04:10:02Z
dc.date.available2026-06-18T04:10:02Z
dc.date.issued2025-06
dc.description.abstractThe 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.
dc.identifier.urihttps://erepo.usm.my/handle/123456789/24407
dc.language.isoen
dc.subjectInfluence Generated Content (Fgc) Consumer Brand
dc.titleThe Influence Of Firm Generated Content (Fgc) And Consumer Brand Engagement On Brand Loyalty In Indonesian Local Coffee Chains
dc.typeResource Types::text::thesis::doctoral thesis
dspace.entity.typePublication
oairecerif.author.affiliationUniversiti Sains Malaysia
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