Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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Unraveling the Relationship between Instagram Marketing and Brand Equity in Coffee-to-Go Industry

Authors
Zahra Nadhira Khairunnisa1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: zahranadhirakh@upi.edu
Corresponding Author
Zahra Nadhira Khairunnisa
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_20How to use a DOI?
Keywords
Instagram Marketing; Brand Equity; Coffee-to-go Industry
Abstract

The widespread use of social media platforms has transformed how consumers shop, including in the coffee-to-go industry, where outlets are proliferating, leading to increased competition among brands. The aim of this study is to find out how Instagram marketing affects brand equity in the coffee-to-go sector. This research employed a quantitative method with an explanatory survey conducted among customers of coffee-to-go brands who had seen a brand’s marketing efforts on Instagram, with a sample size of 125 respondents using purposive sampling. All collected data were processed using SPSS Statistics 26 for Windows through tests for normality assumptions, correlation analysis, simple linear regression analysis, and t-tests for hypothesis testing. This study discovered that brand equity was greatly enhanced via Instagram marketing. The managerial implications that can be applied involve focusing specifically on Instagram marketing activities that consistently meet the criteria of interaction, entertainment, customization, and trendiness to enhance brand equity in customers’ minds.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_20How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zahra Nadhira Khairunnisa
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Unraveling the Relationship between Instagram Marketing and Brand Equity in Coffee-to-Go Industry
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 160
EP  - 166
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_20
DO  - 10.2991/978-94-6463-817-2_20
ID  - Khairunnisa2025
ER  -