The Effect Of Promotion Strategy On Brand Image Of Laroka Restaurant

Abstract

There are challenges and obstacles for consumers in searching for information because employees of Laroka Restaurant still use individual accounts to understand how promotional strategies on WhatsApp, Facebook, and Instagram, platforms influence brand image. This study aims to determine "The Influence of Promotional Strategies on WhatsApp, Facebook, and Instagram, The use of individual accounts is likely to provide inaccurate information and consumer data is difficult to recap as visitor data. Thus, so that laroka restaurants can increase the volume of customers and be better known and have a clear identity, laroka restaurants should have official restaurant accounts as the identity of laroka restaurants which can affect the increase in brand image. Platforms on the Brand Image of Laroka Restaurant in Tomia District, Wakatobi Regency." is the study's main objective. A descriptive survey with a sample size of 60 respondents is the research approach utilized. Quota sampling is the sampling strategy utilized, and the sample was determined using incidental sampling. The study's findings suggest that brand image is significantly influenced by promotional techniques on the Whatsapp (X1), Facebook (X2), and Instagram (X3) platforms. The brand image (Y) is greatly influenced by the promotional strategy variable (X) at the same time. According to the coefficient of determination (R) test results, the independent factors have a 99.4% influence on the dependent variable, while additional variables not included in this study had an influence on 0.6% of the data.