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All Journal Duconomics Sci-meet (Education & Economics Science Meet)
Putri Fahmiatul Ilmi
Universitas Indraprasta PGRI
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Affiliate Programs and the Effectiveness of Social Media Promotion on Wardah Product Brand Awareness in the South Jakarta Region Putri Fahmiatul Ilmi; Firdaus Budhy; Iramdan Iramdan
Duconomics Sci-meet (Education & Economics Science Meet) Vol 5 (2025): Marketing and Entrepreneurship Transformation in the Digital Era for Strengthening Com
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/duconomics.v5.9316

Abstract

This study aims to determine the influence of the affiliate program and social media promotions on brand awareness for Wardah products in South Jakarta. A quantitative research method was employed. The study population consisted of young women in South Jakarta who had seen or been exposed to Wardah product promotions. Data analysis techniques included validity and reliability testing, simple and multiple linear regression analysis, simple and multiple correlation analysis, the coefficient of determination (including Adjusted R²), and hypothesis testing (t-test and F-test). Regression analysis results indicate that the affiliate program (x1) and social media promotions (x2) have a positive effect on brand awareness (y), with the multiple regression equation: y = 22.448 + 0.098x1 + 0.358x2. The Adjusted R² value of 46.5% indicates the extent to which the two independent variables contribute to brand awareness, with the remainder explained by other factors. Based on the t-test results, both the affiliate program and the effectiveness of social media promotions were proven to have a positive and significant influence on brand awareness; consequently, the null hypothesis (H₀) was rejected and the alternative hypothesis (Hₐ) was accepted.
Co-Authors Firdaus Budhy Iramdan Iramdan