Branding Strategy of Es Teh Indonesia Summarecon Mutiara Makassar in Enhancing Consumer Loyalty Amidst Competition in the Trendy Beverage Sector

Abstract

This study aims to analyze the branding strategy implemented by Es Teh Indonesia in Summarecon Mutiara Makassar and the factors that influence consumer loyalty amidst the competition of contemporary beverages.. The results show that Es Teh Indonesia's branding strategy includes consistent product quality, innovative flavor variants, promotions through social media, and comfortable store facilities, which synergistically create a positive experience for consumers. Factors that influence consumer loyalty include competitive prices, friendly and professional service, strategic store locations, stable product quality, and active promotions and digital interactions. This research provides a more complete empirical picture of how branding applied consistently can increase customer satisfaction and loyalty, while also serving as a reference for contemporary beverage entrepreneurs to design effective branding strategies in the digital era