THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EQUITY AND PURCHASE INTENTION
Coffee consumption in Indonesia increases annually, with an average growth rate of 8.22% per year, and 94.5% of the raw materials are produced by local farmers. This growth has led to intense business competition in the coffee sector, where Janji Jiwa and Kopi Kenangan are the two largest brands...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/87596 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |