Journal of Industrial Engineering & Management Research (JIEMAR)
Vol. 2 No. 3 (2021): June 2021

The Increasing of Brand Awarness Toward Social Media Instagram; A Customer Market Survey of Cafe in Indonesia

Renwarin, Joseph M.J. (Unknown)

Article Info

Publish Date
26 Mar 2021

Abstract

The objective of this research is to know the effect of social media marketing through Instagram on brand awareness of Café Eat Happens. The research used quantitive approach with survey method. The sample in this research took 114 respondents who know Café Eat Happens through Instagram and visited Café Eat Happens at least once. The measurements used were questionnaires distributed through Google Form and manuals. Data were analyzed with SPSS 20.0. The result of T test shows that variable of information access and accessibility have no effect to brand awareness. While the variable of interactive capabilities and sharing of content have significant effects to brand awareness.

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Journal Info
Journal of Industrial Engineering & Management Research (JIEMAR)
Website

Abbrev

jiemar

Publisher

Universitas Pelita Harapan

Subject

Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

Description

The aim of JIEMAR ( Journal of Industrial Engineering & Management Research is to publish theoretical and empirical articles that are aimed to contrast and extend existing theories, and build new theories that contribute to advance our understanding of phenomena related with industrial engineering ...