Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Proceeding SENDI_U Jurnal Ilmiah Edunomika (JIE)
Fauziyah, Atikah Nur
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Ilmiah Edunomika (JIE)

 1 
PERAN AKTIVITAS SOCIAL MEDIA MARKETING TERHADAP CUSTOMER BRAND ENGAGEMENT DAN DAMPAKNYA BAGI BRAND LOYALTY DI AKUN INSTAGRAM STARBUCKS INDONESIA Fauziyah, Atikah Nur; Yoestini, Yoestini
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13821

Abstract

The purpose of this study is to explore the influence of interactive, informative, and social media marketing trends on customer brand engagement and the consequences for the brand loyalty of the @starbucksindonesia Instagram account. The population used in this study is followers and customers on accounts Instagram @starbucksindonesia in Semarang City. In taking the sample, the researcher used a purposive sampling method and distributed the Google form questionnaire as the instrument. SEM (Structural Equation Mode) with SMART PLS 3 is used in this study to carry out validity tests, reliability tests, coefficient of determination tests (Adjusted R Square) and t tests. The results of this study indicate an informative variable. The trend variable has a significant positive effect on customer brand involvement and brand loyalty except interactive. Keyword : Interactive, Interactivity, Informative, Trend, Trendy, Customer Brand Engagement, dan Brand Loyalty
Co-Authors Endang Tjahjaningsih Yoestini Yoestini