PENGARUH PROMOSI DAN BRAND IMAGE DALAM MENINGKATKAN BRAND AWARENESS STARBUCKS COFFEE MALL RATU INDAH MAKASSAR

Andi Meisyah Arundani. 2022. The Effect of Promotion and Brand Image in Increasing Brand Awareness at Starbucks Coffee Mall Ratu Indah Makassar, supervised by Fitriani Latief and Andi Ummul Khair.
This study aims to determine whether promotion and brand image have an effect partially and simultaneously in increasing brand awareness at Starbucks Coffee Mall Ratu Indah Makassar.
The sample of this research is as much as the entire costumers who frequently visited Starbucks Coffee as 100 respondents. This study uses a multiple linear regression analysis methods with data collection using a questionnaire with a Likert scale.
The results of the study show that Promotion and Brand Image have a positive and significant effect on Brand Awareness either partially or simultaneously. From this research, the value of Adjusted R2 is 0.551 or 55.1% Brand Awareness which
is influenced by Promotion and Brand Image. While the remaining 44.9%, Brand Awareness is influenced by other variables that are not included in this research model.