社交媒体营销对消费者认知星巴克产品的影响

International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Pub Date : 2023-10-16 DOI:10.61990/ijamesc.v1i5.88

Dede Suleman, Ida Zuniarti, Sri Rusiyati, Joko Ariawan, Roy Irawan, Helmy Ivan, Taruna, Eulin Karlina

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引用次数: 0

摘要

本研究旨在分析社交媒体营销变量对星巴克消费者认知的影响。本研究采用定量方法进行解释性研究。本研究的数据来自 119 名受访者。本研究的抽样方法为配额抽样。根据多元回归分析，结果显示品牌曝光度对消费者认知度有影响，但不显著，t 检验值为 0.137，显著性值为 0.891。客户参与对消费者认知度有重大影响，t 检验值为 2.251，显著性值为 0.026。口碑对消费者认知度有重大影响，t 检验值为 5.172，显著性值为 0.000。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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

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

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