Analisis Pengaruh Konten Media Sosial, Influencer, dan Interaksi dengan Pelanggan Terhadap Brand Awareness Somethinc

Abstract

This study aims to determine the influence of social media content, influencer, and customer interaction on brand awareness of Somethinc. This research is an associative study with a quantitative approach. The sampling technique used was purposive sampling with a total of 120 respondents who are students at the University of Sumatera Utara and are familiar with or have purchased Somethinc products. Data was collected through online questionnaires and analyzed using multiple linear regression with the help of SPSS version 25. The results showed that both simultaneously and partially, social media content marketing , influencer marketing , and customer interaction have a positive and significant effect on brand awareness. The Adjusted R Square value of 0.548 indicates that 54.8% of the variation in brand awareness can be explained by the three independent variables, while the remaining percentage is influenced by other factors not examined in this study.