Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)

The Influence of Social Media Marketing on Brand Loyalty Through Brand Awareness on Instagram Coffee Shop Account Followers

Authors
Rayie Tariaranie Wiraguna1, *, Sania Ayu Tamara1, Helen Atris Romadhona Kuswandi Putri1
1Universitas Negeri Malang, Jl. Semarang No.5, Malang, East Java, 65145, Indonesia
*Corresponding author. Email: rayie.tariaranie.fe@um.ac.id
Corresponding Author
Rayie Tariaranie Wiraguna
Available Online 19 November 2024.
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.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
19 November 2024
ISBN
978-94-6463-576-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-576-8_5How to use a DOI?
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  -