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Unraveling the Relationship between Instagram Marketing and Brand Equity in Coffee-to-Go Industry

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Zahra Nadhira Khairunnisa

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

The widespread use of social media platforms has transformed how consumers shop, including in the coffee-to-go industry, where outlets are proliferating, leading to increased competition among brands. The aim of this study is to find out how Instagram marketing affects brand equity in the coffee-to-go sector. This research employed a quantitative method with an explanatory survey conducted among customers of coffee-to-go brands who had seen a brand’s marketing efforts on Instagram, with a sample size of 125 respondents using purposive sampling. All collected data were processed using SPSS Statistics 26 for Windows through tests for normality assumptions, correlation analysis, simple linear regression analysis, and t-tests for hypothesis testing. This study discovered that brand equity was greatly enhanced via Instagram marketing. The managerial implications that can be applied involve focusing specifically on Instagram marketing activities that consistently meet the criteria of interaction, entertainment, customization, and trendiness to enhance brand equity in customers’ minds.

Suggested Citation

  • Zahra Nadhira Khairunnisa & Ratih Hurriyati & Heny Hendrayati, 2025. "Unraveling the Relationship between Instagram Marketing and Brand Equity in Coffee-to-Go Industry," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 160-166, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_20
    DOI: 10.2991/978-94-6463-817-2_20
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