Pengaruh Komunikasi Pemasaran Melalui Official Account Line Starbuck Terhadap Brand Equity

Rahmayanti, Nadia and -, Dr. Dian Purworini, S.sos,MM (2018) Pengaruh Komunikasi Pemasaran Melalui Official Account Line Starbuck Terhadap Brand Equity. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The use of social media in business can be viewed as one of the most popular marketing tools. Social media can influence consumers to buy the product and to make it more prospective than the other marketing channels. The purpose of this research is to analyze the effect of LINE Official Account of Starbucks on the brand equity. The type of this research is a quantitative research by conveying survey on Starbucks customers who become followers of Starbucks LINE. The samples of research are 100 respondents applying accidental sampling. The method of collecting data is by using questionnaires. The technique of analyzing data is regression technique. The results of research show that marketing communications conducted by LINE official account of Starbucks have significant effect on the brand equity of Starbucks Coffee. The result of regression coefficient shows positive mark which means better marketing communications done by LINE official account of Starbucks can increase the brand equity of Starbucks Coffee. The influence of marketing communications of Starbucks's Line official account to brand equity is 31.2%, while the rest 68.8% is influenced by other variables.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	marketing communication, brand equity, LINE official account
Subjects:	T Technology > T Technology (General)
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	NADIA RAHMAYANTI
Date Deposited:	20 Jul 2018 03:31
Last Modified:	31 Jul 2018 04:31
URI:	http://eprints.ums.ac.id/id/eprint/63580

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