The Effects of Digital Marketing and Brand Love on Purchase Intention The Mediating Role of Customer Experience at CALF Coffee Shop
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Abstract
This study examines the effects of digital marketing and brand love on consumer purchase intention, with customer experience as a mediating variable at CALF Coffee Shop. A quantitative explanatory research design was employed, involving 150 consumers in Jakarta and Bekasi selected through purposive sampling. Data were collected using a structured questionnaire and analyzed through partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4.0. The findings reveal that digital marketing has significant positive effects on customer experience (β = 0.461, p < 0.001) and purchase intention (β = 0.437, p < 0.001). Similarly, brand love positively influences customer experience (β = 0.396, p < 0.001) and purchase intention (β = 0.371, p < 0.001). Customer experience also has a significant positive effect on purchase intention (β = 0.203, p = 0.013). These findings highlight the importance of integrating digital marketing strategies, emotional brand connections, and customer experience management to strengthen consumer purchase intention. Practically, CALF Coffee Shop should prioritize engaging digital content, meaningful brand interactions, and consistent service experiences to enhance consumer interest in its products. Further analysis of indirect effects is required to establish the statistical significance of the proposed mediating relationships.
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