ANALISIS PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KESADARAN MEREK KONSUMEN PADA MARKETPLACE LAZADA

Abstract

Social media is an online media which the number of users that always increase each year. Through social media people can find some information or create content such as videos, pictures and share it to others. Many business actors use these social media as a tools to promote their products or to create brand awareness into the market. The aim of this research is to find out the effect of social media marketing on brand awareness both simultaneously and partially. Population in this research consists of active social media users who follow Lazada’s social media accounts, at least one of three social media of Lazada, namely Instagram, Facebook, YouTube. The research method for this research is quantitative and research data is obtained through an online questionnaire which was distributed to 100 respondents on social media. The data was analyzed using multiple linier regression. The results of the analysis show that social media marketing has an impact simultaneously toward consumer brand awareness, but partially each variable does not have significant effect on brand awareness, or the other words each variable have small effect on brand awareness.