THE EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING AND PROMOTION TOOL TO INCREASE CONSUMER PURCHASE INTENTION IN THE FOOD AND BEVERAGE INDUSTRY BURGER GARAGE JAKARTA

• Main Author: Rizkiputro Soetjipto, Chodi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78831
• Institution: Institut Teknologi Bandung

Three years have passed after the COVID-19 pandemic, and the food and beverage market has changed and the COVID-19 pandemic has left an impact on the food and beverage industry. This research will help Burger Garage develop its Social Media Strategy to achieve its revenue targets. Burger Garage is already active on its social media but has yet to reach its full potential. This research was conducted with a mix method approach where the analysis was carried out with external and internal studies. External analysis uses Porter's 5 analysis and competitor analysis, while internal analysis will explore using study capabilities It aims to maintain relationships with existing customers and create opportunities for new customers as well as improve marketing and social media to achieve sustainable business in the Food and Beverage market. The study also used questionnaires to understand customers; It targeted Burger Garage customers and gathered 200 respondents to provide their thoughts on marketing strategies, social media promotion, and their activities on social media. The study included in-depth interviews and observations of Burger Garage owners. The results of this study show that social media promotion and social media influencer have a positive and significant effect on increasing consumer buying interest in Burger Garage.