Beyond the Cup: An Analysis of the Influence of Social Media Marketing and Mobile Application Usability on Customer Engagement Among Coffee Enthusiasts
DOI:
https://doi.org/10.33062/mjb.v11i01.131Keywords:
Social Media Marketing, Mobile Application Usability, Customer Engagement, Kopi Kenangan, Mahasiswa FISIP USU.Abstract
This study aims to analyze the influence of Social Media Marketing and Mobile Application Usability on Customer Engagement among users of the Kopi Kenangan application, focusing on students of the Faculty of Social and Political Sciences, Universitas Sumatera Utara (FISIP USU). The research employed a quantitative approach with a causal associative design. Purposive sampling was used to select 100 respondents who were active FISIP USU students, had used the Kopi Kenangan application, followed the official Kopi Kenangan Instagram account, and conducted transactions through the application. Primary data were collected through questionnaires distributed via Google Forms using a five-point Likert scale. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Mobile Application Usability has a positive and significant effect on Customer Engagement, with a coefficient of 0.594 and a p-value of 0.000. Social Media Marketing also has a positive and significant effect on Customer Engagement, with a coefficient of 0.267 and a p-value of 0.004. These findings indicate that better social media marketing and application usability can increase customer engagement with the Kopi Kenangan brand.
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Copyright (c) 2026 Afniza Syahrial, Cathrine Lauren, Simran Aurelita, Stephanie Ineke Syalom Pasaribu, Loviana Sofhia Tarigan, Onan Marakali Siregar, Ummi Salamah Sitorus
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