SOCIAL MEDIA MARKETING TWITTER DAN BRAND IMAGE RESTORAN BURGER

Abstrak

The purpose of this research is to determine how much the influence of social mediamarketing Twitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru.The theory used in this study is S-O-R theory and cyber community theory. The method of thisstudy is quantitative by explanation with 259 respondents. Data In order to know how muchthe influence these two variables, researchers used a simple linear regression analysis. Asfor processing test data questionnaire, carried out using the program of Statistics Product anfService Solution (SPSS) Windows version 20. The result of this study indicate that the alternativehypothesis is accepted. Which means there is a strong the influence of social media marketingTwitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru . Thisresult is the regression coefficient values obtained in this study is Y = 0,542 + 0,856 X withsignificant level of á 0,05. The coefficient of determinations (Rsquare) of 0,714 which means that71,4% of the strong influence of social media marketing Twitter towards the brand imageformation of Burger Gaboh Restaurant at Pekanbaru.Key words: social media, twitter, marketing, brand image