SOCIAL INFLUENCE AND SOCIAL MEDIA ENGAGEMENT AS DETERMINANTS OF BRAND EQUITY AMONG COFFEE SHOPS IN TAGUM CITY

Brand equity enhances customer loyalty and differentiates them in a competitive market, especially when influenced by social influence and social media engagement. The main purpose of this study was to determine how social influence and social media engagement determine brand equity among coffee shops in Tagum City. The researcher used a quantitative design, particularly a descriptive-correlational approach. There were 300 respondents which were selected through quota sampling Data were analyzed using descriptive and inferential statistics such as mean, standard deviation, Pearson r, and regression analysis. The result of the study revealed that the overall level of social influence is often favorable. Further, the study yielded that the level of social media engagement is rated as often evident which indicates that social media engagement is consistently prominent and influential. The level of brand equity is categorized as often manifested. This high rating signifies that brand equity is frequently evident, reflecting a strong presence in the market. Further, only social media engagement could significantly influence brand equity independently. This future investigation could delve into the remaining 34 percent, examining factors not accounted for in this study that might predict brand equity. KEYWORDS: Business Management, Social Influence, Social Media Engagement, Brand Equity, Descriptive-correlational design, Coffee Shops, Tagum City, Philippines