SOCIAL MEDIA MARKETING TWITTER DAN BRAND IMAGE RESTORAN BURGER
DOI:
https://doi.org/10.35967/jkms.v3i1.2564Abstract
The purpose of this research is to determine how much the influence of social media
marketing Twitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru.
The theory used in this study is S-O-R theory and cyber community theory. The method of this
study is quantitative by explanation with 259 respondents. Data In order to know how much
the influence these two variables, researchers used a simple linear regression analysis. As
for processing test data questionnaire, carried out using the program of Statistics Product anf
Service Solution (SPSS) Windows version 20. The result of this study indicate that the alternative
hypothesis is accepted. Which means there is a strong the influence of social media marketing
Twitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru . This
result is the regression coefficient values obtained in this study is Y = 0,542 + 0,856 X with
significant level of á 0,05. The coefficient of determinations (Rsquare) of 0,714 which means that
71,4% of the strong influence of social media marketing Twitter towards the brand image
formation of Burger Gaboh Restaurant at Pekanbaru.
Key words: social media, twitter, marketing, brand image
Downloads
Published
Issue
Section
License
The copyright of the article once accepted for publication shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles.
Authors are permitted to disseminate published articles by sharing the link/DOI of the article at the journal. Authors are allowed to use their articles for any legal purposes deemed necessary without written permission from the journal with an acknowledgment of initial publication to this journal.
Jurnal Ilmu Komunikasi (JKMS) is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.