ANALISIS KAJIAN SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS PLATFORM E-COMMERCE SHOPEE

Yonatan  Lamaindi; Edwin  Zusrony; Myra  Andriana; Gibson  Manalu

doi:10.34127/jrlab.v15i2.2195

Authors

Yonatan Lamaindi Universitas Sains dan Teknologi Komputer
Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283
Myra Andriana Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0003-6457-0416
Gibson Manalu Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0005-0695-5128

DOI:

https://doi.org/10.34127/jrlab.v15i2.2195

Keywords:

Brand Awareness, Social Media Marketing, Customer Engagement, E-commerce, Yogyakarta

Abstract

The massive use of social media and the support of technology platforms have encouraged the younger generation to make product purchasing intentions on e-commerce. This study aims to determine the influence of Social Media Marketing (SMM) and Customer Engagement (CE) on Brand Awareness (BAW) for products through Shopee e-commerce among the younger generation in Yogyakarta, Indonesia. This study uses a quantitative approach involving 60 respondents aged 18-25 years and selected using a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.4 to test the influence and research hypothesis, to determine the relationship between variables. The research results show that the variables of Social Media Marketing and Customer Engagement have a positive and significant influence partially and simultaneously on Brand Awareness. These findings can be considered by e-commerce managers in communicating and delivering marketing offers online through social media.

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ANALISIS KAJIAN SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS PLATFORM E-COMMERCE SHOPEE

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