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

Rayie Tariaranie Wiraguna (), Sania Ayu Tamara and Helen Atris Romadhona Kuswandi Putri
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Rayie Tariaranie Wiraguna: Universitas Negeri Malang
Sania Ayu Tamara: Universitas Negeri Malang
Helen Atris Romadhona Kuswandi Putri: Universitas Negeri Malang

A chapter in Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024), 2024, pp 32-55 from Springer

Abstract: 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.

Keywords: Social Media Marketing; Brand Loyalty; Brand Awareness (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-576-8_5

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DOI: 10.2991/978-94-6463-576-8_5

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