Gödöllő, Hungary, March 6, 2026 – Marhadi, S.E., M.Sc., a lecturer at the Faculty of Economics and Business, Universitas Riau (FEB UNRI), successfully defended his dissertation during the Home Defense examination in the Doctoral Program in Economic and Regional Sciences at the Hungarian University of Agriculture and Life Sciences (MATE), held in Gödöllő, Hungary.
During the examination, Marhadi presented a dissertation titled “How Lovemarks, Brand Schematicity, and Brand Authenticity Drive Brand Addiction in the Coffee Consumption Case in Indonesia.” The research explores how consumers’ emotional attachment to coffee brands can develop into brand addiction through three key factors: lovemarks, brand schematicity, and brand authenticity.
Before the examination committee and opponents, Marhadi explained that lovemarks play a role in building a strong emotional connection between consumers and brands. In this context, a brand is no longer seen merely as a product but becomes part of the consumer’s experience, emotional closeness, and even personal identity.
Meanwhile, brand schematicity describes how consumers build structures of knowledge, experiences, and associations related to a brand, which subsequently influence their preferences, perceptions, and loyalty. Brand authenticity, on the other hand, becomes a crucial factor in creating perceptions of originality, trust, and credibility amid the increasingly competitive coffee industry.
Marhadi’s research highlights the growing coffee consumption culture in Indonesia. He found that the combination of these three factors can lead to brand addiction, a condition in which consumers develop a very strong attachment to a particular coffee brand. The findings are considered to provide significant contributions both academically and practically, particularly in developing marketing strategies and strengthening brands within the national coffee industry.
Furthermore, Marhadi explained that in the era of digitalization, brand-strengthening strategies are becoming increasingly relevant. According to him, coffee brands in Indonesia need to build authentic narratives, strengthen customer experiences, and utilize digital platforms to create sustainable consumer engagement. This approach is believed to help local coffee brands survive, grow, and enhance their competitiveness both in domestic and global markets.
The Dean of FEB UNRI, Dr. Hj. Alvi Furwanti Alwie, S.E., M.M., expressed appreciation for Marhadi’s academic achievement. According to her, the accomplishment is a source of pride for FEB UNRI and demonstrates the commitment of its lecturers to enhancing academic capacity, global networks, and scholarly contributions relevant to the development of business and society.
“Mr. Marhadi has successfully defended his doctoral dissertation at the Hungarian University of Agriculture and Life Sciences. This is a very proud achievement for FEB UNRI. This accomplishment not only reflects his dedication and academic capacity but also shows that FEB UNRI lecturers are capable of performing and contributing at the international level,” said Dr. Alvi.
Dr. Alvi added that the research topic also holds strategic value because it is closely related to brand strengthening, consumer behavior, and industrial competitiveness, particularly in the coffee sector, which continues to grow in Indonesia. She hopes that the research findings will enrich scholarly discourse in the field of marketing management while also providing practical benefits for business practitioners and the development of national industries.
“FEB UNRI strongly supports the improvement of lecturers’ academic qualifications, including through further studies and strengthening international collaboration. We hope this achievement will inspire members of the academic community to continue producing works, innovations, and meaningful contributions for the institution, the nation, and society.”
In addition to being active as a lecturer in the Management Study Program at the Faculty of Economics and Business, Universitas Riau, Marhadi previously served as the Coordinator of the Undergraduate Management Study Program at FEB UNRI. He is also known to be active in international academic networks and once served as the Global Coordinator of the Indonesian Students Association Worldwide (PPI Dunia) for the 2024/2025 period.
Marhadi’s successful doctoral dissertation defense represents a proud academic achievement for FEB UNRI and Universitas Riau. This accomplishment is expected not only to strengthen the institution’s academic reputation at the international level but also to open wider opportunities for collaboration in the fields of economics and management, while inspiring lecturers and students to continue excelling on the global stage.
