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All Journal Jurnal Ilmiah Edunomika (JIE)
Dewi, Anak Agung Istri Reginata
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Persepsi Konsumen terhadap Penggunaan Media Sosial Starbucks dalam Pembentukan Brand Image Dewi, Anak Agung Istri Reginata; Latupeirissa, Jonathan Jacob Paul; Sari, Ni Putu Intan Permata; Pratiwi, Nuning Indah
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 4 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i4.18594

Abstract

Social media has become an important platform in everyday life and a strategic tool for companies to build brand image, which is crucial for customer loyalty and business success in a competitive market. However, there is still a gap in understanding how this platform comprehensively affects brand loyalty and the specific mechanisms behind it. This study aims to analyze consumer perceptions of Starbucks' use of social media in shaping its brand image, using a descriptive qualitative method with in-depth interviews with nine informants. The results show that social media is effective in building Starbucks' image as a symbol of modern lifestyle, with content that is perceived as attractive and professional, increasing awareness and purchase intent. However, consumer interactions tend to be passive (lurking) due to content overload, social media fatigue, and preferences for other platforms. In conclusion, Starbucks needs to innovate in its content and distribution strategies to transform passive consumption into active engagement amid increasingly fierce competition. Further research is recommended to explore brand loyalty across various social media platforms and its driving factors.
Co-Authors Latupeirissa, Jonathan Jacob Paul Nuning Indah Pratiwi Sari, Ni Putu Intan Permata