Pengaruh Instagram Terhadap Brand Awareness Coffe Shop Two Much Coffee

Abstrak

The development of technology in the digitalization era is very important in the economy, especially in the business sector, the dissemination of information on social media is one of the main points for business development, especially coffee shop businesses by utilizing media in making a strategy, technological advances have created new forms of interaction and socializing, one of which is the innovation of communication technology in the form of social media Instagram. Two Much Coffee is a coffee shop located in East Jakarta, precisely on Jalan Raya Tengah, Pasar Rebo. Two Much Coffee uses Instagram as a way for businesses to get to know their products so that Brand Awareness of Coffee Shop Two Much Coffee can increase. This study aims to determine how much influence Instagram has on Brand Awareness of the coffee shop two much coffee. This study uses a quantitative method with a survey method approach with a sample of 100 respondents using the Taro Yamane formula. For the sampling technique using Non Probability Sampling, while the data collection technique uses questionnaires via Google Form. The results of the study showed that there was a positive and significant influence between the influence of Instagram on Brand Awareness of Coffee Shop Two Much Coffee with a moderate level of influence