Pengaruh Social Media Marketing, Influencer, Dan Word Of Mouth Terhadap Brand Awareness Produk Scarlett Whitening

Ayuningrum, Cintya and , Drs. M. Farid Wajdi, MM., Ph.D (2022) Pengaruh Social Media Marketing, Influencer, Dan Word Of Mouth Terhadap Brand Awareness Produk Scarlett Whitening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of social media marketing, influencers, and word of mouth on brand awareness of Scarlett Whitening products. This type of research is quantitative research, with a student population of FEB University of Muhammadiyah Surakarta. This study uses SPSS 21 application data processing with 100 respondents. The sample selection used a non-probability sampling approach or a saturated sample. The data used is primary data through a questionnaire. The analysis used in this study includes instrument testing, classical assumption test, multiple linear regression analysis, and hypothesis testing. Based on the results of the analysis of the statistical application calculation of SPSS t-test data, it shows that social media marketing and word of mouth have a positive and significant effect on brand awareness. Meanwhile, influencers have a positive but not significant effect on brand awareness. Then, based on the results of the analysis of the SPSS statistical application calculation data, the F test shows that social media marketing, influencers, and word of mouth have a simultaneous influence on brand awareness.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	social media marketing, influencer, word of mouth, brand awareness
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	CINTYA AYUNINGRUM
Date Deposited:	03 Aug 2022 08:41
Last Modified:	03 Aug 2022 08:41
URI:	http://eprints.ums.ac.id/id/eprint/102365

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