Pengaruh Social Media Marketing, Influencer Marketing dan Content Marketing terhadap Brand Awareness,

Sidik, Naufhalino Arizaldi and Andriani Kusumawati ., S.Sos.,M.Si.,DBA (2021) Pengaruh Social Media Marketing, Influencer Marketing dan Content Marketing terhadap Brand Awareness,. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini berdasarkan pada Social Media Marketing, Influencer Marketing dan Content Marketing sebagai salah satu strategi pemasaran yang dapat diterapkan untuk semua bidang bisnis, tak terkecuali adalah di bidang komedi dengan harapan meningkatkan pengetahuan masyarakat terhadap industri komedi. Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh Social Media Marketing terhadap Brand Awareness; (2) Pengaruh Influencer Marketing terhadap Brand Awareness; (3) Pengaruh Content Marketing terhadap Brand Awareness; (4) Pengaruh Social Media Marketing, Influencer Marketing dan Content Marketing pada Brand Awareness. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif. Kriteria populasi dalam penelitian ini adalah followers Comika.id di Instagram yang berusia minimal 18 tahun. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling berjumlah 116 responden. Penelitian ini dilakukan secara daring dengan menyebarkan kuisioner google form pada followers Instagram Comika.id. Analisis data yang digunakan dalam penelitian ini menggunakan analisis deskriptif dan analisis regresi linear berganda. Sampel data diuji dengan menggunakan uji asumsi klasik seperti uji normalitas, multikolinearitas, dan uji heteroskedastisitas. Uji hipotesis dilakukan dengan menggunakan Uji F dan Uji T. Hasil penelitian ini menunjukan bahwa Social Media Marketing (X1) berpengaruh secara signifikan terhadap Brand Awareness (Y), Influencer Marketing (X2) berpengaruh secara signifikan terhadap Brand Awareness (Y), Content Marketing (X3) berpengaruh secara signifikan dan terkuat terhadap Brand Awareness (Y) dan Social Media Marketing, Influencer Marketing, dan Content Marketing secara bersama-sama berpengaruh terhadap Brand Awareness. Penelitian ini menyarankan perusahaan seperti Comika.id untuk meningkatkan peran dominan strategi Content Marketing karena memiliki pengaruh terkuat.

English Abstract

This research is based on Social Media Marketing, Influencer Marketing and Content Marketing as a marketing strategy that can be applied to all areas of business, including comedy with the hope of increasing public knowledge of the comedy industry. This research was conducted online by distributing google form questionnaires to Comika.id Instagram followers. This study aims to determine: (1) the Influence of social media marketing on brand awareness; (2) Influence of Influencer Marketing on Brand Awareness; (3) Influence of Content Marketing on Brand Awareness; (4) Influence of Social Media Marketing, Influencer Marketing and Content Marketing on Brand Awareness. The type of research used in this research is explanatory research with a quantitative approach. The population criteria in this study are Comika.id followers on Instagram who are at least 18 years old. The sampling technique used in this study was a purposive sampling technique with total 116 respondents. This research was conducted online by distributing google form questionnaires to Comika.id Instagram followers. Analysis of the data used in this study using descriptive analysis and multiple linear regression analysis. The data samples were tested using classical assumption tests such as normality, multicollinearity, and heteroscedasticity tests. Hypothesis testing is carried out using the F test and T test. The results of this study indicate that Social Media Marketing (X1) has a significant effect on Brand Awareness (Y), Influencer Marketing (X2) has a significant effect on Brand Awareness (Y), Content Marketing (X3) has a significant and strongest effect on Brand Awareness (Y) and Social Media Marketing, Influencer Marketing, and Content Marketing simultaneously affect Brand Awareness. This study suggests companies such as Comika.id to increase the dominant role of Content Marketing strategy because it has the strongest influence.

Item Type:	Thesis (Sarjana)
Identification Number:	0521030308
Uncontrolled Keywords:	Social Media Marketing, Influencer Marketing, Content Marketing, Brand Awareness.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	09 May 2022 02:26
Last Modified:	01 Oct 2024 06:43
URI:	http://repository.ub.ac.id/id/eprint/190281

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