Last modified: 2022-06-10
Abstract. The purpose of this study is to determine whether social media marketing through instagram and brand trust can affect Starbucks Indonesia consumer loyalty during the pandemic, either partially or simultaneously. The research method used is quantitative approach through the survey method. The sample calculation in this study is using the Slovin formula, which is 100 respondents who are followers of the Starbucks Indonesia Instagram account and have purchased Starbucks Indonesia products more than three times during the pandemic. The questionnaires in this study were distributed online via google form. The data analysis technique used is the IBM SPSS program with simple linear regression and multiple linear regression analysis. The result of this study is social media marketing through Instagram and brand trust have significant and positive influence on consumer loyalty at Starbucks Indonesia during the pandemic, either partially or simultaneously.
Keywords: brand trust, consumer loyalty, Instagram, social media marketing