The Effect of Instagram @Starbucksindonesia Exposure to Brand Loyalty of STARBUCKS Customers, Gubeng Branch Surabaya

Abdillah, Muhammad Dani (2021) The Effect of Instagram @Starbucksindonesia Exposure to Brand Loyalty of STARBUCKS Customers, Gubeng Branch Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Instagram is one of the social media that not only makes it easier for users to interact with other users, but can also be used as a medium for disseminating information. One of the famous Instagram accounts and attracts a lot of attention from Instagram social media users is the official account @starbucksindonesia. The @starbucksindonesia Instagram account provides various kinds of the latest product information and various interesting promos that Starbucks has offered to its customers. Exposure to messages on social media is a medium of information dissemination that has the potential to bring brand loyalty to Starbucks customers at the Gubeng Surabaya branch. The theory used in this research is the S-R theory (Stimulus – Respons). The purpose of this study was to determine how much influence the @starbucksindonesia Instagram media exposure had on the brand loyalty of Starbucks customers at the Gubeng Surabaya branch. This research is classified as a descriptive research type with a quantitative approach, with data collection techniques, namely through the distribution of online questionnaires using Google Forms to the customers of Starbucks Gubeng Surabaya branch with a total sample of 73 respondents who have been determined by the formula (Slovin 1960). The data analysis technique in this study used descriptive statistical techniques. Meanwhile, the statistical analysis tool used in this research is SPSS 16.0 software. Based on these results, there is an influence of Instagram @starbucksindonesia media exposure on the brand loyalty of Starbucks customers at the Gubeng Surabaya branch, a value of 65.0% is obtained which is categorized as having a strong effect, while the remaining 35.0% is explained by other variables outside of this study. In this study, it can be stated that H1, H2, H3, and H4 is accepted. Keywords: Media Exposure, Brand Loyalty, Instagram

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