The Influence of Social Media Marketing, Brand Image, and Green Marketing on Brand Love and Consumer Loyalty of Kopi Tuku Simprug: A Study on Young Consumers in South Jakarta

Abstract

This empirical investigation analyzes how Social Media Marketing, Brand Image, and Green Marketing impact Brand Love and Consumer Loyalty, focusing on a sample of 110 buyers at Kopi Tuku Simprug, South Jakarta. Applying a quantitative causal framework, information was gathered via purposive sampling and evaluated through PLS-SEM utilizing SmartPLS 4. The empirical outcomes indicate that Social Media Marketing, Brand Image, and Green Marketing exert positive and statistically meaningful influences on Brand Love. Furthermore, Social Media Marketing, Brand Image, and Brand Love demonstrate positive and significant effects on Consumer Loyalty, whereas Green Marketing yields a positive yet statistically insignificant outcome. These insights emphasize the critical need to intensify digital networking strategies, preserve a favorable reputation, and cultivate emotional bonds to elevate customer retention.