Perbandingan kesediaan membayar konsumen Jakarta pada merek kafe internasional (Starbucks) vs lokal (Stuja Coffe)
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Abstract
This study aims to examine the comparison of willingness to pay between international & local cafes in Jakarta. The sample used was 210 undergraduate students selected using a continuous sampling technique. Data were collected using a questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) and Partial Least Square-Multigroup Analysis (PLS-MGA). The results of this study indicate that social media marketing activities have a positive effect on willingness to pay. This means that the more effective the social media marketing strategy is implemented, the higher the consumer's willingness to pay for the cafe's products. Furthermore, this study compares consumer perceptions of two types of cafes, namely international cafe (Starbucks) and local cafe (Stuja Coffee). The results show that international cafe get better ratings than local cafe in terms of social media marketing. These results are expected to provide empirical contributions to the development of digital marketing strategies, especially on social media, as well as being a useful reference for academics and practitioners in designing relevant marketing campaigns in the Indonesian coffee industry.
Penelitian ini bertujuan untuk menguji perbandingan kesediaan membayar antara international & local cafés di Jakarta. Sampel yang digunakan adalah 210 mahasiswa sarjana yang dipilih menggunakan teknik pengambilan sampel berkelanjutan. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dan Partial Least Square-Multigroup Analysis (PLS-MGA). Hasil penelitian ini menunjukkan bahwa aktivitas pemasaran media sosial berpengaruh positif terhadap kesediaan membayar. Artinya, semakin efektif strategi pemasaran media sosial yang dijalankan, semakin tinggi pula kesedian konsumen untuk membayar produk dari kafe tersebut. Selanjutnya, penelitian ini membandingkan persepsi konsumen terhadap dua jenis kafe, yaitu kafe internasional (Starbucks) dan kafe lokal (Stuja Coffee). Hasilnya menunjukkan bahwa kafe internasional memperoleh penilaian yang lebih baik dibandingkan kafe lokal dalam aspek pemasaran media sosial. Hasil ini diharapkan dapat memberikan kontribusi empiris bagi pengembangan strategi pemasaran digital khususnya pada media sosial, serta menjadi referensi yang berguna bagi akademisi dan praktisi dalam merancang kampanye pemasaran yang relevan di industri kopi Indonesia.
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