Influencing Factors of Customer Brand Attitude and Buying Intention at CoWorking Space, Indonesia

This study aims to analyze the influence of Social Media Marketing Activities, Brand Image, Program Membership, Celebrity Endorsement, and Customer Behavior on Customer Attitude to Brand and Intention to Purchase of visitors to Co-Working Space Cold 'N Brew in Solo, Indonesia. The object of the study was visitors to the shop who had visited at least once and had a membership card. This study uses the causality method to explain the cause-and-effect relationship with a quantitative approach. The sampling technique used was Probability Sampling with the Simple Random Sampling method, involving 400 respondents obtained based on the Hair formula. Data analysis was carried out with the help of SmartPLS 3.0 software. The results of the study showed that the variables Social Media Marketing Activities, Brand Image, Program Membership, Celebrity Endorsement, and Customer Behavior had a significant effect on Attitude to Brand. Furthermore, Attitude to Brand was proven to have a significant effect on Intention to Purchase. These findings provide important insights for Co-Working Space Cold 'N Brew regarding effective marketing strategies to increase positive customer attitudes towards the brand and purchase intentions.