PENGARUH SOCIAL MEDIA MARKETING TWITTER TERHADAP TERBENTUKNYA BRAND IMAGE RESTORAN BURGER GABOH PEKANBARU
ABSTRACT: The existence of the
internet and information communication technologie’s it’s makes the use of new
media in marketing communications. The emergence of social media
marketing can be
used as well
as for the interaction to
consumers, called social media
marketing. One of
social media marketing
is now popular among businesses including restaurants,
namely Twitter. Through 140 characters, tweets
of any business
can market their
business at the
same place /
make up brand, to be known and
remembered in the minds of consumers, and designing the brand communication
strategy that is
viewed positively by
consumers which raises brand
image. 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
by Hovland and
cyber community theory by
Severin and Tankard.
The method used
in this study
is a quantitative method
of explanation. Researchers
collected data using questionnaires and
documentation. The location
of this study,
in Burger Gaboh Restaurants, located
at Suka Terus
street 30 Pekanbaru.
The number of
samples for this study as many 259 respondents, using techniques
accidental sampling. 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 α 0,05. The coefficient of determinations (r2) of 0,714
which means that 71,4% of the influence of social media marketing Twitter towards the
brand image formation
of Burger Gaboh
Restaurant at Pekanbaru. While the remaining 28,6% is
influenced by other variables outsides of this study.
Penulis: Veby Zilfania Rizal
Kode Jurnal: jpkomunikasidd140319
