Pangestu, Ilham Asta (2026) ANALISIS PENGARUH PEMASARAN KOMUNITAS MELALUI KETERLIBATAN PELANGGAN DALAM PENGUATAN CITRA MEREK DAN IDENTITAS PELANGGAN (Studi pada Baradjawa Coffee di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The Food and Beverage (F&B) industry has become one of the fastest-growing business sectors in Indonesia, driven by the increasing demand for food and beverage products. The intense competition within this industry encourages businesses to implement effective marketing strategies that foster strong relationships with customers. This study aims to examine the influence of community marketing on customer engagement, brand image, and customer identity at Baradjawa Coffee. A quantitative approach was employed by distributing questionnaires to 150 respondents who had previously visited or made purchases at Baradjawa Coffee. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 software. The findings reveal that community marketing has a positive and significant effect on customer engagement, brand image, and customer identity. Furthermore, customer engagement significantly mediates the relationship between community marketing and both brand image and customer identity. These results suggest that an effective community marketing strategy can strengthen customer engagement, which in turn enhances brand image and reinforces customer identity. Keywords: Community Marketing, Customer Engagement, Brand Image, Customer Identity
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ilham Asta Pangestu | ||||||||
| Date Deposited: | 21 Jul 2026 08:53 | ||||||||
| Last Modified: | 22 Jul 2026 03:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57231 |
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