BREWING GLOBAL CONNECTIONS: HOW DIGITAL CROSS-CULTURAL ADVERTISING & BRAND AWARENESS FUELS PURCHASE INTENTION FOR NESPRESSO COFFEE

Abstract

This study examines the key influence factors of cross-cultural digital advertising strategies in the coffee chain industry and their impact on consumer purchase intention. As global coffee chains expand into culturally diverse markets, it becomes important to adapt digital advertising strategies to suit different cultural preferences. This research was conducted using quantitative methods by distributing questionnaires containing questions relevant to the topic of this research. This research uses three main approaches namely cultural sensitivity, localization, and cultural insight as significant factors that influence consumer behavior. The results show that culturally tailored digital advertising positively influences purchase intention, leading to improved brand perception and suit to the market. The findings contribute to the understanding of how cross-cultural dynamics has an important role in shaping consumer preferences in the global coffee chain industry, especially Nespresso company.