SOCIAL MEDIA MARKETING TWITTER DAN BRAND IMAGE RESTORAN BURGER

Abstract

The purpose of this research is to determine how much the influence of social media
marketing 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 this
study is quantitative by explanation with 259 respondents. Data In order to know how much
the influence these two variables, researchers used a simple linear regression analysis. As
for processing test data questionnaire, carried out using the program of Statistics Product anf
Service Solution (SPSS) Windows version 20. The result of this study indicate that the alternative
hypothesis is accepted. Which means there is a strong the influence of social media marketing
Twitter towards the brand image formation of Burger Gaboh Restaurant at Pekanbaru . This
result is the regression coefficient values obtained in this study is Y = 0,542 + 0,856 X with
significant level of á 0,05. The coefficient of determinations (Rsquare) of 0,714 which means that
71,4% of the strong influence of social media marketing Twitter towards the brand image
formation of Burger Gaboh Restaurant at Pekanbaru.

Key words: social media, twitter, marketing, brand image