PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP BRAND AWARENESS PADA PRODUK INTERNASIONAL (Survei Pada Komunitas Xiaomi Indonesia)

Abstract

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

ÐBSTRÐK

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