The Influence of Social Media Marketing on Brand Loyalty Through Brand Awareness on Instagram Coffee Shop Account Followers
- DOI
- 10.2991/978-94-6463-576-8_5How to use a DOI?
- Keywords
- Social Media Marketing; Brand Loyalty; Brand Awareness
- Abstract
This study aims to describe the knowledge and explanation of whether social media marketing influences brand loyalty through brand awareness for followers of the Starbucks Indonesia Instagram account. Data is processed using quantitative methods of descriptive and explanatory types. The data analysis used is path analysis with testing tools, namely SPSS software version 25. Data collection was carried out through distributing online questionnaires to followers of the @starbucksindonesia Instagram account, totaling 200 respondents. Testing this research instrument involves a validity test and a reliability test. The research findings show that social media marketing holds a direct and significant influence on brand loyalty. Social media marketing holds a direct and significant influence on brand awareness. Brand awareness holds a direct and significant influence on brand loyalty. Brand awareness can indirectly mediate social media marketing and brand loyalty.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Rayie Tariaranie Wiraguna AU - Sania Ayu Tamara AU - Helen Atris Romadhona Kuswandi Putri PY - 2024 DA - 2024/11/19 TI - The Influence of Social Media Marketing on Brand Loyalty Through Brand Awareness on Instagram Coffee Shop Account Followers BT - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024) PB - Atlantis Press SP - 32 EP - 55 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-576-8_5 DO - 10.2991/978-94-6463-576-8_5 ID - Wiraguna2024 ER -