EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS AT PAPERKEBAB.HQ

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Published: Dec 31, 2022
DOI: https://doi.org/10.31113/jia.v19i2.884
Keywords:
brand awareness entertainment interaction trendiness advertisement customization dan purchase intention

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Fransisca - Mulyono
Business Administration Department, Political and Social Siences Faculty, Parahyangan Catholic University
Lisa Jolanda Polimpug
Atma Jaya University, Makasar

Abstract

Seiring dengan perkembangan zaman, perkembangan teknologi dan informasi yang terbuka membuat lingkungan usaha menjadi semakin kompetitif. Paperbab.hq merupakan salah satu usaha yang ikut merasakan persaingan yang kompetitif dimana dalam menghadapinya, Paperbab.hq menggunakan perkembangan teknologi yakni social media marketing activities yang terdiri atas entertainment, interaction, trendiness, advertisement, dan customization. Penelitian ini melakukan analisis pengaruh terhadap social media marketing activities yang diterapkan oleh Paperbab.hq terhadap brand awareness. Selain itu, penelitian ini juga membandingkan kesan yang diperoleh konsumen yang dikelompokkan berdasarkan jenis kelamin, usia, dan frekuensi kunjungan terhadap social media marketing activities dan brand awareness. Jumlah responden yang mengisi kuesioner yang diberikan oleh peneliti dalam penelitian ini adalah sebanyak 130 responden. Melalui penelitian ini, ditemukan hasil bahwa secara serempak, semua indikator yang terdapat di dalam social media marketing activities memiliki pengaruh terhadap brand awareness namun secara parsial, indikator trendiness tidak memiliki pengaruh terhadap brand awareness. Berdasarkan pengelompokan atas jenis kelamin, usia, dan frekuensi berkunjung ditemukan hasil yang berbeda mengenai kesan yang didapatkan dari setiap indikator social media marketing activities dan brand awareness.

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How to Cite
Mulyono, F. .-., & Polimpug, L. J. (2022). EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS AT PAPERKEBAB.HQ. Jurnal Ilmu Administrasi: Media Pengembangan Ilmu Dan Praktek Administrasi, 19(2), 201–214. https://doi.org/10.31113/jia.v19i2.884
Issue
Vol. 19 No. 2 (2022): Jurnal Ilmu Administrasi
Section
Articles
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Author Biographies

Fransisca - Mulyono, Business Administration Department, Political and Social Siences Faculty, Parahyangan Catholic University

Business Administration Department,
Political and Social Siences Faculty

Lisa Jolanda Polimpug, Atma Jaya University, Makasar

Economics and Business Department

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