Pengaruh Promosi di Aplikasi Messenger Line terhadap Sikap Followers Official Account Line Starbucks

Abstract

Line is a social media, messenger application that has a high enough influence to persuade its users. This study is to determine the effect of promotion on Line messenger applications on Starbucks Line's official account followers attitudes. This study uses the S – R (Stimulus – Response) Theory with quantitative approaches and survey methods (questionnaires) using the type of explanatory research. The results of this study indicate that there is an influence of promotion on the Line messenger application on Starbucks Line's official account followers attitudes. This is based on the answers of respondents who are dominated by strongly agreeing on statements with cognitive, behavioral and affective indicators. The magnitude of the influence of promotion on the Line messenger application on Linebuck's official account followers attitudes is quite positive.