PENGARUH BRAND IDENTITY DAN PENGGUNAAN SOSIAL MEDIA DALAM MENINGKATKAN LOYALITAS PELANGGAN PADA DOESOEN CAFÉ

Abstract

This research is motivated by the importance of building customer loyalty through a strong brand identity and effective use of social media, particularly in the culinary industry, such as Doesoen Cafe. The purpose of this study was to determine the extent to which brand identity and social media usage influence customer loyalty. The research was conducted using a qualitative approach through direct interviews with the managers of Doesoen Cafe. The discussion revealed that a consistent brand image and active interaction through social media strengthen customers' emotional attachment to the brand. The main conclusion of this study is that a strategy for strengthening brand identity integrated with social media can significantly increase customer loyalty. The results indicate that brand identity and social media usage have a positive influence on customer loyalty, both simultaneously and partially.