Brand Love dan Brand Evangelism pada Konsumen Generasi Z Produk Kopi Nescafe di Kota Jayapura
DOI:
https://doi.org/10.35870/ljit.v4i2.8891Keywords:
Brand Love, Brand Evangelism, Kota Jayapura, Gen ZAbstract
The increasingly competitive nature of the coffee industry compels companies to cultivate strong emotional connections with their consumers. "Brand love" serves as a form of emotional attachment that can drive consumers toward "brand evangelism"—behaviors such as recommending, discussing, and supporting a brand. This study aims to analyze the influence of brand love on brand evangelism among Generation Z consumers of Nescafé coffee in Jayapura City. A quantitative approach was employed using purposive sampling. Data were collected via a questionnaire utilizing a five-point Likert scale and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method in SmartPLS 4.0, with a sample size of 100 respondents. The results indicate that brand love has a positive and significant impact on brand evangelism. These findings suggest that the stronger a consumer’s love for Nescafé, the greater their propensity to recommend, discuss, and support the brand to others. The study implies that companies need to strengthen their emotional bonds with Generation Z consumers through relevant brand experiences, authentic communication, and marketing strategies that foster consumer engagement. Consequently, brand love can be a crucial factor in fostering brand evangelism among Generation Z consumers.
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