PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP BRAND AWARENESS PADA PRODUK INTERNASIONAL (Survei Pada Komunitas Xiaomi Indonesia)
| Main Authors: | Febriyan, Firman, Supriono, Supriono |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ilmu Administrasi Universitas Brawijaya
, 2018
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| Online Access: |
http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2549 |
Daftar Isi:
- This research aims to identify and explain influence of social media marketing to brand awareness. The independent variables in this study are customer engagement (X1), viral marketing (X2), buzz marketing (X3), peer influence (X4), and online communities (X5), to dependent variable which is Brand awareness (Y). this research is classified as in is explanatory research and used quantitative approach. Reasearch’s data got from 101 respondents.. The data analysis used is multiple linier regression analysis. The research results indicate that social media marketing variables that have the most influence on brand awareness (Y) variables in this research is online communities (X5). Key word : Social media marketing, customer engagement, viral marketing, buzz marketing, peer influence, dan online communities, brand awareness АBSTRАK Penelitian memiliki beberapa variabel pemasaran media sosial yang akan berpengaruh atau berdampak seberapa besar dengan brand awareness sosial yang menarik untuk diketahui. Variabel independen yg dipunya adalah keterlibatan customer engagement (X1), viral marketing (X2), buzz marketing (X3), peer influence (X4), dan. online communities (X5), terhadap variabel dependen brand awareness (Y). penelitian penjelasan (explanatory research) digunakan dalam penelitian didukung pendekatan kuantitatif. 101 jawaban responden telah diolah peneliti. Analisis regresi linier berganda digunakan dalam mengolah data. Hasil data yang diolah mengisyaratkan variabel pemasaran media sosial yang paling berpengaruh dalam penelitian ini terhadap variabel dependen yaitu brand awareness (Y) adalah komunitas online (X5). Kata kunci : Pemasaran media sosial, customer engagement, viral marketing, buzz marketing, peer influence, dan online communities, brand awareness