Pengaruh E-WOM dan Social Media Influencer terhadap Brand Awareness pada Brand Cetaphil (Survei pada Konsumen Produk Cetaphil di Kota Medan)

Abstract

Brand awareness is the level of consumer recognition of a brand and the ability to remember and recognize that brand in various situations. In the current condition where business competition is increasingly fierce, brand awareness is very important in marketing strategy because it forms the foundation for customer loyalty, purchase decision making, and market competitiveness. This research aims to determine the influence of electronic word of mouth and social media influencer on brand awareness. The influence of electronic word of mouth and social media influencer will be analyzed partially and simultaneously on brand awareness among Cetaphil product consumers in Medan City. The form of research used is quantitative with an associative approach. The population in this study is unknown so that sampling is carried out using a non- probability sampling technique with a accidental sampling type. Primary data was obtained through direct distribution of questionnaires and secondary data was obtained through literature studies, previous research, and data obtained via the internet. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test processed through SPSS software. The results of this study indicate that Electronic word of mouth has a significant influence on Brand awareness with t count > t table, namely 4.443 > 1,984 with a significance of <,001 < 0,05. Social media influencer has a significant influence on Brand awareness with a t count of 5,215 > 1,984 with a significance of <,001 < 0,05. In the simultaneous test, the Electronic word of mouth and Social media influencer variables have a positive and significant effect on Brand awareness with a F-value of 66,391 > 3,09 with a significance of <,001 < 0,05 and a coefficient of determination of 0,569, which indicates that the influence of the Electronic Word Of Mouth and Social Media Influencer variables can explain the Brand Awareness variable by 56,9%, while the remaining 43,1% is influenced by other factors outside this study.