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All Journal Cakrawala : Jurnal Humaniora Bina Sarana Informatika IKRA-ITH Humaniora : Jurnal Sosial dan Humaniora IKRA-ITH ABDIMAS JURNAL PUSTAKA KOMUNIKASI DIALEKTIKA JURNAL LENTERA BISNIS Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Journal of Digital Education, Communication, and Arts (DECA) Jurnal Pasopati : Pengabdian Masyarakat dan Inovasi Pengembangan Teknologi Jurnal Abdimas Ilmiah Citra Bakti (JAICB) MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Jurnal ABDIMAS (Pengabdian kepada Masyarakat) UBJ International Journal of Engineering, Science and Information Technology Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal Of Human And Education (JAHE) IKON Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik AMMA : Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity CommLine
Wahyuningratna, Ratu Nadya
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Journal : JURNAL LENTERA BISNIS

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ANALISIS PENGARUH E-WOM, PEMASARAN DIGITAL DAN KUALITAS KONTEN MEDIA SOSIAL TERHADAP BRAND AWARENESS Victor Lamboy Sinaga; Vivid Violin; Mozart Malik Ibrahim; Fildzah Shabrina; Ratu Nadya Wahyuningratna; Ilham Arief
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1453

Abstract

This study investigates the impact of electronic word-of-mouth (e-WOM), digital marketing, and social media content quality on brand awareness. A quantitative approach was employed, utilizing a questionnaire survey of 100 consumers. Multiple linear regression analysis revealed a significant and positive relationship between each independent variable (e-WOM, digital marketing, and social media content quality) and the dependent variable (brand awareness). The findings suggest that company management should adopt strategic measures to enhance brand image, thereby fostering positive e-WOM. This can be achieved by consistently maintaining and improving product quality, increasing product reliability through strengthened production and logistics systems, and providing excellent after-sales service.
Co-Authors Ali Zafir Talmullah Ariyanti, Rini Astuti, Enny Diah Baskara Putri, Ratu Laura Mulia Dea Putri Karimah Fildzah Shabrina Firdaus Noor Fitria Ayuningtyas Flora Grace Putrianti Frans Sudirjo Hendra Hendra Hernawan, Moch Arif Hery Purnomo Husaini Husaini Ilham Arief Irpan Ripa’i Sutowo Karimah, Dea Putri Kenni Cea LUKMAN Saleh WALUYO Luqman Hakim M.B.P, Ratu Laura Mansur Juned Mozart Malik Ibrahim Muhammad Ade Kurnia Harahap Muhammad Adiz Wasisto Muhammad Syafral Mustafa, Fahrina Nadya Najna Noor Falih Nurdiani, Tanti Widia Nurfatimah, Erisha Nurmasari Situmeang Nusyirwan Nusyirwan Prihatiningsih, Witanti Puri Bestari Mardani Rahmadini Ayu Agung Utami Ratu Laura M P B Riesna Apramilda Rifka Nayla Azkia Rut Rismanta Silalahi S. Bekti Istiyanto Santoso, Muhammad Hery Saputra, Windhi Tia Saryanto Saryanto Sembada, Windhiadi Yoga Setiadi, Bekti Sidjabat, Sonya Siti Annisa Wahdiniawati, Siti Annisa Siti Maryam Surahmad Syahrul Salam Tyahya Whisnu Hendratni Uljanatunnisa, Uljanatunnisa Utomo, Sulistyo Budi Victor Lamboy Sinaga Vinta Sevilla Violin, Vivid Vivid Violin Wahyu Anugrah Manippi Waluyo, Lukman Saleh Wandanaya, Anita Bawaiqki Wasisto, Muhammad Adiz Widiarti, Sofia Diva Windhi Tia Saputra Windhi Tia Saputra Windhi Tia Saputra Zempi, Chairun Nisa