PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND ENGAGEMENT PADA COFFEE SHOP AKADEMI KOPI PONOROGO

Social media has become an important platform in marketing, allowing brands to interact more actively with consumer. The object of this study is consumers of Akademi Kopi who are assessed based on three main variables, namely Entertainment, Interaction, and electronic word-of-mouth (e-WOM). The method used in this study is a quantitative approach with data collection through questionnaires distributed to respondents who are customers. The results of the study show that entertainment, interaction, and e-WOM significantly influence brand engagement, where entertainment functions to arreact consumer attention, interaction creates a closer relationship between brands and consumers, e-WOM helps in consumer decision making. This study concludes that the implementation of the right social media marketing strategy can increase costumer loyalty and strengthen brand engagement. It is hoped that the results of this study can be a reference for entrepreneurs in developing effective marketing strategies and improving consumer experience in coffee shops.

Keywords: Social Media Marketing; Brand Engagement; Entertainment; Interaction; e-WOM