Pengaruh Sosial Media Marketing dan Ekuitas Merek Terhadap Respon Konsumen Starbuck Coffee di Surabaya
Keywords:
social media marketing, brand equity, consumer responseAbstract
Starbuck is an international coffee shop chain that is well known throughout the world. Starbucks was founded in 1971 in Seattle, United States, and since then has become one of the most iconic and popular coffee brands. Starbuck is known for its wide range of high quality coffees, signature drinks and snacks served in a comfortable and warm atmosphere. One of the unique features of Starbucks is the personalization of orders. Customers can customize their drink according to their personal preferences, such as choosing the type of coffee, temperature, additional flavors and type of milk. This provides a unique and customized experience for each customer. The purpose of making the article is that the writer wants to analyze and find out how much influence social media marketing and brand equity have on consumer response at Starbuck Coffee Surabaya. The selected population is Starbuck consumers in the city of Surabaya. The author uses 100 respondents as a research sample. The author determines two independent variables and one dependent variable in this study. In addition, the data will be analyzed using multiple linear regression analysis techniques. This study shows the results that social media marketing has a significant effect on consumer response. Apart from social media marketing, brand equity also has a significant effect on consumer response.
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