Pengaruh Promosi Digital Dan Kualitas SDM Terhadap Citra Merek Kopi Titik Koma Di Surabaya

Authors

  • Anjeli Brasilia Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya
  • Nilam Shelly Heniati Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya
  • Sofiatun Sofiatun Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya
  • Nindya Kartika Kusmayati Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya

DOI:

https://doi.org/10.51903/jupea.v5i2.3872

Keywords:

Digital Promotion, Human Resource Quality, Brand Image

Abstract

With the increasing number of business players in the coffee shop industry, brand image has become a crucial element in shaping customer perception and loyalty. This study aims to analyze the contribution of digital promotion and human resource quality in shaping the brand image of Kopi Titik Koma in Surabaya. Employing a quantitative approach, the research collected data through a survey involving a total of 60 respondents. The data were analyzed using multiple linear regression with SPSS 25. The findings indicate that both variables have a positive and significant influence on brand image, both partially and simultaneously. The regression model obtained is Y = 2.909 + 0.286X1 + 0.538X2 + e, indicating that the quality of human resources contributes more substantially (0.538) compared to digital promotion (0.286). These results highlight the strategic importance of digital efforts and human resource development in enhancing brand image. Future studies are recommended to focus on more specific geographical areas to gain deeper insights.

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Published

2025-05-05

Issue

Vol. 5 No. 2 (2025): Mei: Jurnal Publikasi Ekonomi dan Akuntansi (JUPEA)

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