International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Vol. 1 No. 5 (2023): October

THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMER AWARENESS ON STARBUCKS PRODUCTS

Dede Suleman (Unknown)
Ida Zuniarti (Unknown)
Sri Rusiyati (Unknown)
Joko Ariawan (Unknown)
Roy Irawan (Unknown)
Helmy Ivan Taruna (Unknown)
Eulin Karlina (Unknown)

Article Info

Publish Date
16 Oct 2023

Abstract

The purpose of this research is to analyze the influence of social media marketing variables on consumer awareness at Starbucks. This research is explanatory research with a quantitative approach. The data for this study were obtained from 119 respondents. The sampling method in this study is quota sampling. According to multiple regression analysis, the results show that brand exposure has an influence but not significant on consumer awareness, indicated by a t-test value of 0.137 and a significance value of 0.891. Customer involvement has a significant influence on consumer awareness, indicated by a t test value of 2.251 and a significance value of 0.026. Word of Mouth has a significant influence on consumer awareness, indicated by a t test value of 5.172 and a significance value of 0.000.

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Journal Info
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Website

Abbrev

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Publisher

PT. ZILLZELL MEDIA PRIMA

Subject

Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Description

International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) is an open access, peer-reviewed, and refereed journal published by PT. ZILLZELL MEDIA PRIMA. The main objective of IJAMESC is to provide an intellectual platform for the international scholars. IJAMESC aims to ...