The Influence of Indonesia’s Iconic Promotion Strategy on Customer Engagement at Starbucks
要旨
This study aims to analyze the influence of the Iconic Indonesia promotional strategy on customer engagement at Starbucks. The Iconic Indonesia promotional strategy is a marketing approach that highlights Indonesian cultural elements, identity, and local uniqueness as the main attraction in building relationships with customers. This research employs a quantitative approach using a survey method, where data were collected through questionnaires distributed to Starbucks customers who were aware of or had been exposed to the Iconic Indonesia promotion. The data were analyzed using linear regression analysis to examine the effect of the promotional strategy on customer engagement, which includes cognitive, emotional, and behavioral dimensions. The results indicate that the Iconic Indonesia promotional strategy has a positive and significant influence on customer engagement at Starbucks. These findings suggest that the use of local cultural elements in promotional strategies can enhance customer engagement and strengthen the relationship between the brand and its consumers. This study is expected to serve as a reference for companies in designing culture-based promotional strategies to increase customer engagement
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