Brand Image Partially Mediates 4C Instagram Marketing on Coffee Shop Purchase Decisions
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The Indonesian coffee shop industry faces intense competition, compelling operators to utilize Instagram social media marketing to influence consumer behavior. This quantitative study analyzed a sample of 298 coffee shop consumers using the partial least squares structural equation modeling approach. The research evaluated the marketing strategy through the four dimensions of context, content, communication, and connection. Findings reveal that Instagram marketing exerts a significant positive effect on both brand image and consumer purchase decisions. Furthermore, the analysis confirms that brand image functions as a partial mediator in this structural relationship. The total effect decomposes into a direct pathway accounting for the majority of the impact and an indirect pathway. These results indicate that digital marketing operates through dual mechanisms. Direct promotional messaging stimulates immediate purchases, while consistent content gradually builds long term brand equity. Consequently, managers should integrate direct conversion tactics with brand building strategies to maximize commercial performance outcomes.
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