PENGARUH PROMOSI STARBUCKS MELALUI SOSIAL MEDIA “LINE” TERHADAP LOYALITAS KONSUMEN

Wibowo, Kevin Prasetya (2019) PENGARUH PROMOSI STARBUCKS MELALUI SOSIAL MEDIA “LINE” TERHADAP LOYALITAS KONSUMEN. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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15.D1.0043 KEVIN PRASETYA WIBOWO (7.99)..pdf COVER.pdf
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Abstract

This research by the advances in technology are evolving rapidly and growth of social media user in Indonesia. A food and beverages company Starbucks Indonesia using promotion through social media LINE. Promotion is the one of main reason to consumers being loyal. Promotion is allegedly influential positively and significantly to consumer loyalty This research took a sample of 100 against the respondents who are using promotion through social media LINE to buy Starbucks Indonesia products. Quantitative analysis include : multiple linear regression analysis, F test, t-test and coefficients of determinants analysis Results of this research show that Promotion using social media LINE such as Content Creation (X1), Content Sharing (X2), Connecting (X3), Community Building (X4) proved to have a positive influence and significantly affect consumer loyalty Starbucks Indonesia (Y) Keywords : Promotion, Consumer Loyalty, Social Media, LINE

Item Type: Thesis (Other)
Subjects: 600 Technology (Applied sciences) > 650 Management > Customers
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mr Lucius Oentoeng
Date Deposited: 22 Nov 2019 01:34
Last Modified: 19 Nov 2020 05:52
URI: http://repository.unika.ac.id/id/eprint/20149

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