Quenby, Cindy Clarissa (2024) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND ENGAGEMENT TERHADAP BRAND AWARENESS DAN BRAND IMAGE (STUDI KASUS PADA PRODUK BROWNIS INGSUN PADA AKUN @sorgumnesia.official). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the digital era, many businesses have emerged through social media, one of which is Instagram. Instagram is the social media with the highest sales rate. With existing technological advances, the FnB brand called Sorgumnesia uses Instagram as a product promotion platform to introduce its products. This strategy includes social media marketing and brand engagement to increase brand awareness and image. This research aims to determine the influence of social media marketing and brand engagement on brand awareness and brand image (case study of the Ingsun Brownis product on the @sorgumnesia.official account). This type of research uses quantitative methods. The population in this research is followers of the social media @sorgumnesia.official. Sampling in this study used a non-probability sampling technique with a purposive sampling approach with a total of 120 respondents. Data sources were taken through questionnaires, interviews with owners, books, websites and literature. The data collection technique was carried out by distributing questionnaires online. The data analysis technique used in this research is Multiple Linear Regression Analysis. The results of this research show that Social Media Marketing partially has a significant effect on Brand Awareness , Brand Engagement partially has a significant effect on Brand Awareness , Social Media Marketing partially has no significant effect on Brand Image , Brand Engagement partially has a significant effect on Brand Image , and Brand Awareness partially has a significant effect on Brand Image . Then, Social Media Marketing and Brand Engagement simultaneously have a significant effect on Brand Awareness and Social Media Marketing and Brand Engagement simultaneously have a significant effect on the Brand Image of Ingsun Brownis Products on the @sorgumnesia.official account. Keywords: Social Media Marketing , Brand Engagement , Brand Awareness , Brand Image
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Cindy Clarissa Quenby | ||||||||
| Date Deposited: | 21 May 2024 06:30 | ||||||||
| Last Modified: | 21 May 2024 06:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22859 |
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