Analisis Pengaruh Digital Marketing Terhadap Brand Awareness Produk X di PT. XYZ Studi Kasus pada Sosial Media Instagram @Xid di Kota Bandung
Manajemen Pemasaran
DOI:
https://doi.org/10.36805/manajemen.v10i1.7835Keywords:
digital marketing, brand awareness, instagram, sanlexAbstract
This research aims to examine the influence of Digital Marketing on Brand Awareness of
Sanlex products in Bandung. Using quantitative methods with descriptive and associative
approaches, data was collected through questionnaires and literature study. Data analysis
was carried out using SPSS 25 and incidental sampling technique with 384 respondents.
The results of the descriptive analysis show that the average for the Digital Marketing
variable is 4.35 and Brand Awareness is 4.36, both in the "Very Good" category. Hypothesis
testing shows that Digital Marketing has a positive effect on Brand Awareness with a
calculated t value of 14.759 > t table 1.966 and a significance of 0.000 < 0.05.
Simultaneously, Digital Marketing has a positive effect on Brand Awareness with a
calculated F value of 217.83 > F table 3.87 and a significance of 0.000 < 0.05. The R2 value
of 0.363 indicates that 36.3% of the variation in Brand Awareness is explained by Digital
Marketing, while the remaining 63.7% is influenced by other factors that were not studied.
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