Pengaruh Marketing Media Sosial Instagram Terhadap Brand Image The Bunker Café, Tangerang

Abstract

This research was conducted to determine the use of social media marketing Instagram at The Bunker Café, consumers’ response to the establishment of brand image in The Bunker Café, and how much influence between social media marketing Instagram to the establishment of brand image in The Bunker Café in Gading Serpong, Tangerang. This research uses quantitative descriptive research methods. Collection of data in the form of questionnaires, amounting to 100 respondents in accordance with the formula Slovin used to know the size of samples. The analytical methods used are descriptive statistical tests, validity tests, data reliability tests, coefficient of determination, simple linear regression tests, and hypothesized testing using the Statistical Package for Social Sciences (SPSS) program version 26.0 for MAC. The results showed that the mean of social media marketing Instagram was 2.94. Then it can be interpreted that social media marketing Instagram The Bunker Café is interesting and The Bunker Café makes social media marketing Instagram a medium of communication with consumers. The Mean of Brand Image is 3.40. Then it can be interpreted that The Brand Image of The Bunker Café is very good. Based on the results of the analysis can be known that social media marketing Instagram has an influence of 19.1% against The establishment of Brand Image in The Bunker Café in Gading Serpong, Tangerang. The remaining 80.9% is influenced by other factors not examined in this study