Digital Marketing Communication and Consumer Decision Journeys: Understanding the Kopi Jago Experience in West Jakarta
DOI:
https://doi.org/10.12928/channel.v14i2.2131Keywords:
Digital marketing communication, Consumer decision journey, Brand image, Price perception, Hyperlocal coffee businessAbstract
Intensifying competition in Indonesia’s urban coffee industry has encouraged businesses to develop marketing communication strategies that respond to changing consumer preferences and purchasing behaviors. This study explores how consumers experience and interpret digital marketing communication throughout their consumer decision journeys in the context of Kopi Jago, a hyperlocal mobile-based coffee business. Using a qualitative approach guided by the Consumer Decision Journey (CDJ) framework, the study collected data through in-depth interviews with consumers, coffee experts, and marketing practitioners in West Jakarta. The findings indicate that digital marketing communication serves as an important touchpoint for initial brand awareness and consideration. During active evaluation, e-WOM, brand image, and price perception inform consumers’ assessments of the brand and its value. At the purchase stage, physical accessibility, mobile coffee carts, and digital ordering services facilitate purchasing. Post-purchase experiences, particularly product consistency and perceived value, may reinforce satisfaction and encourage repeat purchasing. The study demonstrates how consumer decision journeys in a hyperlocal mobile coffee business emerge through the interaction of digital communication, consumer-generated information, physical accessibility, and consumption experiences. It contributes a context-specific application of the CDJ framework and offers insights for developing integrated, consumer-oriented marketing communication strategies
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