The Effect of Digital Marketing Implementation on Brand Loyalty Was Moderated by Buying Interest: Study on Coffee Shop Business

During the era of digital technology, the implementation of digital marketing is considered the right
innovation in understanding consumer behaviour and forming brand loyalty. This study aims to
analyse the effect of digital marketing implementation on brand loyalty moderated by buying interest
in the coffee shop business. The study was conducted in the Greater Jakarta area including 136 coffee
shops. The research sample amounted to 154 people determined by convenience sampling. The data
collection method used a closed questionnaire with a Likert scale of 1-5. Questionnaires were
distributed to respondents electronically via Google Forms. The research questionnaire has passed
the validity and reliability tests. Data analysis using the Structural Equation Modeling method
assisted by Partial Least Square (SEM PLS) software version 3.0. The results showed the effect of
digital marketing implementation on brand loyalty was moderate and significant, while the effect on
buying interest was weak and significant. While the influence of buying interest on brand loyalty is
also weak. Another research finding is that the relationship between digital marketing
implementation with purchase intention and brand loyalty is positive.