BRAND IMAGE, SOCIAL DIGITAL MARKETING, AND PRODUCT INNOVATION ON CONSUMER SATISFACTION OF CHATIME DRINKS IN PEKANBARU

Abstract

The purpose of this study was to determine and analyze the effect of brand image, social digital marketing, and product innovation on consumer satisfaction of Chatime drinks in Pekanbaru. This research was conducted in Pekanbaru City. The time of this research started from September 2023 and ended in December 2023. This research was conducted in Pekanbaru City on people who had bought Chatime drinks. Because the population is not known for certain, using the Roscoe approach, the number of samples was determined as 120 people using the purposive sampling technique. Data analysis used multiple linear regression. The results of the study explain that brand image has a positive and significant influence, then social digital marketing also has a positive and significant influence, and product innovation also has a positive and significant influence on consumer satisfaction with Chatime drinks in Pekanbaru.