BUILDING BRAND AWARENESS THROUGH PRODUCT QUALITY AND SOCIAL MEDIA MARKETING FOR FOOD SERVICE BUSINESS DEVELOPMENT

Abstract

Objective: This study investigates the role of product quality and social media marketing on brand awareness in the food service industry, mainly focusing on pastry and beverage establishments in Bandung, Indonesia. Theoretical Framework: Brand awareness is crucial for consumer decision-making, with product quality playing a significant role in brand recognition. The study explores the role of social media platforms, especially in promoting product branding within the competitive food service sector. Method: A survey was conducted among 150 consumers of a food service outlet in urban Bandung, Indonesia, specialising in pastries and beverages. Quantitative methods were employed, and data was analysed using multiple regression analysis. Results and Discussion: Both product quality and social media marketing significantly impact brand awareness. However, social media communication only partially affects brand awareness, suggesting additional factors influence consumer perceptions. Research Implications: Recommendations are provided for researchers and practitioners in the hospitality industry, emphasising the importance of leveraging social media for digital marketing and integrating product quality to enhance brand awareness. Originality/Value: This study underscores the evolving role of digital technology, particularly social media, in shaping brand awareness in the food service sector. It highlights the necessity of combining product quality and digital marketing strategies to promote brand recognition and achieve business development objectives effectively.