Citation:

Fajriana Khayatul Zikra, Arry Widodo, Putu Nina Madiawati. "Exploring the Impact of Menu, Packaging Innovations, and Brand Experience on Brand Evangelism through Customer Engagement: A Study at Starbucks Bandung" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 164-175, 2025.

Abstract:

Since the mid-16th century, coffee has become a popular beverage worldwide and has transformed into a part of the high-quality culinary experience, often compared to wine. One of the leading companies in the global coffee industry is Starbucks, which continues to grow by opening over 500 outlets in Indonesia. Nonetheless, Starbucks has been confronted with issues, especially involving criticism of using single-use plastic packaging, contrary to the rising public consciousness about environmental concerns. The company, thus, needs to innovate products and packaging in order to cope with the expanding consumer demand to be more environmentally conscious. This research seeks to analyze the effect of menu innovation, packaging innovation, and brand experience on customer engagement and brand evangelism, with customer engagement as a mediating variable at Starbucks in Bandung. The approach applied is a quantitative method with data analysis by using SmartPLS. The findings of the research indicate that menu innovation, packaging innovation, and brand experience significantly affect customer engagement. In addition, customer interaction is also a key to promoting brand evangelism. This study offers valuable information for Starbucks managers to know how product and packaging innovation can induce greater customer interaction and reinforce brand loyalty through brand evangelism.

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Keywords:

Menu Innovation, Packaging Innovation, Brand Experience, Customer Engagement, Brand Evangelism.