Pengaruh Social Media Marketing Dan Advertising Terhadap Brand Awareness Suburbia Coffee

Yudistira, Ahmad Sidiq and Dr. Desi Tri Kurniawati,, SE., MM., CPHR (2022) Pengaruh Social Media Marketing Dan Advertising Terhadap Brand Awareness Suburbia Coffee. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh bauran komunikasi pemasaran social media marketing dan advertising terhadap brand awareness target konsumen Suburbia Coffee. Jenis penelitian ini adalah explanatory research, yaitu penelitian yang dilakukan dengan memaparkan posisi variabel-variabel yang diteliti serta hubungannya antara satu variabel dengan variabel lainnya. Jumlah sample yang digunakan pada penelitian ini sebanyak 100 responden. Data hasil sampling diambil menggunakan kuesioner dan pengolahan data dilakukan menggunakan program SPSS versi 26. Hasil penelitian ini menunjukkan bahwa social media marketing dan advertising berpengaruh positif dan signifikan secara simultan terhadap brand awareness Suburbia Coffee. Social media marketing berpengaruh signifikan secara parsial terhadap brand awareness Suburbia Coffee. Advertising berpengaruh signifikan secara parsial dan paling dominan terhadap brand awareness Suburbia Coffee.

English Abstract

This study aims to determine the effect of the marketing communication mix of social media marketing and advertising on the brand awareness of Suburbia Coffee's. This research is an explanatory research, namely research conducted by explaining the variables studied and other variables between one type of variable and other variables. The number of samples used in this study were 100 respondents. Sampling data using a questionnaire and data processing using the SPSS version 26 program. The results of this study indicate that social media marketing and advertising have a positive and significant simultaneous effect on Suburbia Coffee's brand awareness. Social media marketing has a partially significant effect on Suburbia Coffee's brand awareness. Advertising has a partially significant effect and is the most dominant on brand awareness of Suburbia Coffee.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020078
Uncontrolled Keywords:	Social Media Marketing, Advertising, Brand Awareness.
Subjects:	600 Technology (Applied sciences) > 657 Accounting
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username nova
Date Deposited:	06 Nov 2023 03:36
Last Modified:	06 Nov 2023 03:36
URI:	http://repository.ub.ac.id/id/eprint/204340

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