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All Journal JURNAL MANAJEMEN DAN AKUNTANSI CAKRAWARTI
Iwan Iwan
Univesitas Bina Sarana Informatika

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Pengaruh Marketing Instagram, Influencer Endorsement, dan Iklan Youtube terhadap Brand Awareness (Studi Kasus Sambal Bakar Indonesia): The Influence of Instagram Marketing, Influencer Endorsements, and Youtube Ads on Brand Awareness (Case Study of Indonesian Chili Sauce) Angga Muhammad Rachman; Amas Sari Marthanti; Iwan Iwan
Jurnal Manajemen dan Akuntansi Cakrawarti Vol. 1 No. 3 (2026): Oktober 2026 - Desember 2026
Publisher : PT Cakrawarti Empat Proksi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67183/jmac.v1i3.168

Abstract

This study aims to determine and analyze the influence of Instagram Marketing, Influencer Endorsement, and YouTube Advertising on Brand Awareness at Sambal Bakar Indonesia Peta Barat Branch, West Jakarta. The rapid development of digital media encourages companies to utilize social media as a promotional tool to increase consumer Brand Awareness. This research used a quantitative method with descriptive and associative approaches. The sampling technique used was non-probability sampling with a total of 100 respondents who were consumers of Sambal Bakar Indonesia Peta Barat Branch, West Jakarta. Data were collected through questionnaires distributed using Google Forms and analyzed using SPSS version 21 software. The results showed that, partially, Instagram Marketing had no significant effect on Brand Awareness, Influencer Endorsement had a positive and significant effect on Brand Awareness, while YouTube Advertising had no significant effect on Brand Awareness. Simultaneously, the three independent variables had a significant effect on Brand Awareness.
Pengaruh Live Streaming Dan Potongan Harga Terhadap Minat Beli Konsumen Pada Aplikasi Tiktok: The Effect of Live Streaming and Discounts on Consumer Buying Interest in the Tiktok Application Resa Parulika; Amas Sari Marthanti; Iwan Iwan
Jurnal Manajemen dan Akuntansi Cakrawarti Vol. 1 No. 4
Publisher : PT Cakrawarti Empat Proksi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67183/jmac.v1i4.180

Abstract

The rapid development of social commerce requires businesses to understand the drivers of digital shopping adaptation behavior. This study aims to analyze the partial and simultaneous effects of Live Streaming and Price Discounts on Consumer Purchase Intention on the TikTok application in West Jakarta City. The research method used is quantitative associative with a sample of 100 TikTok users selected through a non-probability sampling technique. Data collection used questionnaires, while data analysis applied classical assumption tests, multiple linear regression, the coefficient of determination ( ), and t and F tests via SPSS. The partial results show that Live Streaming and Price Discounts each have a positive and significant effect on purchase intention. Simultaneously, both variables also have a significant effect, with an  value reaching 90.0%, while the remaining 10.0% is influenced by other variables outside the model. In conclusion, a strong integration between real-time interactive communication and financial incentives proves to be a crucial strategy in optimizing digital purchase decisions. These results are vital for businesses in designing effective shoppertainment strategies to capture the social commerce market.
Co-Authors Amas Sari Marthanti Amas Sari Marthanti Angga Muhammad Rachman Resa Parulika