Pengaruh Konten Media Sosial Instagram dan Frekuensi Iklan Podcast Terhadap Brand Awareness Pada Produk Teh Botol Sosro di Kota Binjai (Studi Pada Konsumen Produk Teh Botol Sosro di Kota Binjai)

Abstract

Brand Awareness is the extent to which consumers can recognize and remember a brand. This is an important factor in maintaining the position and competitiveness of ready-to-drink beverage products such as Teh Botol Sosro. Teh Botol Sosro seeks to increase brand awareness by utilizing Instagram social media content and podcast advertising frequency to reach consumers in Binjai City. However, complaints are still found regarding the lack of awareness of the existence and promotion of Teh Botol Sosro which is carried out through Instagram social media and advertisements in podcasts. This study aims to examine the relationship between Instagram Social Media Content and Podcast Advertising Frequency on Brand Awareness of Teh Botol Sosro products in Binjai City. Researchers also want to understand the influence between the two on Brand Awareness of Teh Botol Sosro products in Binjai City to determine the partial and simultaneous influence. This study uses a quantitative research type with an associative approach. Primary data was conducted by distributing questionnaires with a research sample of 100 respondents selected using a purposive sampling technique. While secondary data was obtained through references and previous research. Data were analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, and regression model tests. The results of this study indicate that Instagram Social Media Content has a positive and significant effect on Brand Awareness, with a tvalue of 5.214> 1.984 and a significance value of 0.000 <0.05, and a positive regression coefficient value of 0.301. Meanwhile, Podcast Advertising Frequency also has a positive and significant effect on Brand Awareness, with a tvalue of 5.764> 1.984 and a significance of 0.000 <0.05, and a positive regression coefficient value of 0.453. In simultaneous testing, the variables Instagram Social Media Content and Podcast Advertising Frequency have a joint effect on Brand Awareness, with an Fvalue of 53.505> 3.09 and a significance of 0.000 <0.05, and an influence level of 52.5%, while the remaining 47.5% is influenced by other factors outside this research model.