Unraveling the Relationship between Instagram Marketing and Brand Equity in Coffee-to-Go Industry

Zahra Nadhira Khairunnisa (), Ratih Hurriyati and Heny Hendrayati
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Zahra Nadhira Khairunnisa: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 160-166 from Springer

Abstract: Abstract The widespread use of social media platforms has transformed how consumers shop, including in the coffee-to-go industry, where outlets are proliferating, leading to increased competition among brands. The aim of this study is to find out how Instagram marketing affects brand equity in the coffee-to-go sector. This research employed a quantitative method with an explanatory survey conducted among customers of coffee-to-go brands who had seen a brand’s marketing efforts on Instagram, with a sample size of 125 respondents using purposive sampling. All collected data were processed using SPSS Statistics 26 for Windows through tests for normality assumptions, correlation analysis, simple linear regression analysis, and t-tests for hypothesis testing. This study discovered that brand equity was greatly enhanced via Instagram marketing. The managerial implications that can be applied involve focusing specifically on Instagram marketing activities that consistently meet the criteria of interaction, entertainment, customization, and trendiness to enhance brand equity in customers’ minds.

Keywords: Instagram Marketing; Brand Equity; Coffee-to-go Industry (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_20

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DOI: 10.2991/978-94-6463-817-2_20

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