PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP BRAND AWARENESS PADA KEDAI CIAMSO DI KOTA SURABAYA

Wibawa, Herlian Adji Setia (2025) PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP BRAND AWARENESS PADA KEDAI CIAMSO DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study analyzes the effect of Social Media Marketing and Influencer Marketing on Brand Awareness at Kedai Ciamso in Surabaya. The research uses a quantitative approach with associative descriptive methods. Data were collected through questionnaires distributed to 100 active Instagram users aware of Kedai Ciamso. Analytical techniques include validity test, reliability test, classical assumption test, multiple linear regression, and hypothesis testing (t-test and F-test). Results showed that Social Media Marketing and Influencer Marketing simultaneously have a significant effect on Brand Awareness. Partially, Social Media Marketing has a positive effect, while Influencer Marketing also shows a significant effect. These findings imply Kedai Ciamso should optimize social media marketing strategies and collaborate with relevant influencers to strengthen brand awareness.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Kusuma, Yanda Bara NIDN0730108903 yanda_bara.adbis@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Herlian Adji Setia Wibawa
Date Deposited:	10 Nov 2025 06:28
Last Modified:	10 Nov 2025 06:28
URI:	https://repository.upnjatim.ac.id/id/eprint/46261

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