Pengaruh social media marketing activities terhadap ekuitas merek di cyrano café bogor

  • Rachel Wiastuti Bina Nusantara University
  • Dwi Devani Sunggiardi Bina Nusantara University
DOI: https://doi.org/10.22334/jihm.v12i1.187
Abstract views: 145 , pdf downloads: 140
Keywords: Ekuitas Merek, Media Sosial, Pemasaran, Restoran

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing activities terhadap ekuitas merek di Cyrano Cafe Bogor. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei dengan menggunakan kuesioner 5 poin skala Likert dan pertanyaan tertutup. Sample dari penelitian berjumlah 100 konsumen Cyrano Café, dihitung dengan rumus slovin dan dikumpulkan dengan sampling secara acak. Data dianalisis dengan desktiptif statistik, uji korelasi, regresi liniear sederhana, dan uji hipotesis yang menggunakan program statistik SPSS. Hasil penelitian menunjukkan bahwa social media marketing activities berpengaruh signifikan terhadap ekuitas merek sebesar 30,7% dimana keduanya memiliki hubungan yang positif dan cukup kuat.

 

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Published
2021-12-31
How to Cite
Wiastuti, R. and Sunggiardi, D. D. (2021) “Pengaruh social media marketing activities terhadap ekuitas merek di cyrano café bogor”, Jurnal Ilmiah Hospitality Management, 12(1), pp. 25-37. doi: 10.22334/jihm.v12i1.187.
Abstract viewed = 145 times
pdf downloaded = 140 times