Pengaruh Social media Marketing Terhadap Brand Awareness Followers Instagram Kopi Daong Bogor

Abstract

Impact of Social media and Business Communication to Increase awareness of a brand based on Business Communication helps to make easy communication to reach customers through Social media. Therefore, social media marketing has a good role in being able to make a Brand Awareness of the followers of social media accounts. As a new cafe that competes in the coffee shop field, Kopi Daong carries out promotions by introducing menus through its Instagram account. This can create its own brand awareness for Daong Coffee for its followers on Instagram. The purpose of this study was to determine how much influence social media marketing has on the brand awareness of Kopi Daong consumers in Bogor. This study uses a quantitative method, with purposive sampling of 100 respondents from Kopi Daong's Instagram followers. The measurement in this study uses a Likert scale through the distribution of the Google Form Online Survey. The results of the overall research conducted, the researchers concluded that the instrument in this study was valid with a value of 0.863. Other findings stated that it was quite strong with a result of 75.6% Social media Marketing Instagram carried out by Kopi Daong could have a positive effect on Brand Awareness so that the suggestions that were expected to be useful for Kopi Daong's Social media Marketing to build Brand Awareness and should be made more creative than in terms of digital content, so that Kopi Daong's Instagram followers can grow and be loyal to Bogor Daong Coffee Products.