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Siti Masruroh
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Journal : Journal of Management

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The Effectiveness of Branding Campaigns on Social Media Ningrum Resmawa, Ira; Masruroh, Siti; Maulida, Sofia
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

This study aims to evaluate the effectiveness of branding campaigns on social media by identifying the influence of various variables such as content type, content duration, social media platform, interaction, target audience, and budget on Brand Awareness. Using data from 100 respondents involved in branding campaigns on social media, this study applies multiple linear regression methods to analyze the relationship between independent variables and Brand Awareness as the dependent variable. The reliability of the research instrument, as measured by Cronbach's Alpha, reached 0.927, indicating very good internal consistency. The results of the analysis show that content duration and budget have a significant and positive effect on Brand Awareness, with p values ​​of 0.001 and 0.000, respectively. In contrast, the interaction and target audience variables do not show a significant effect, with p values ​​of 0.498 and 0.123, respectively. The regression model used shows an R² value of 0.594, indicating that 59.4% of the variation in Brand Awareness can be explained by the variables in the model. The ANOVA test supports the overall significance of the model with F value = 34.680 and p = 0.000.These findings highlight the importance of duration and budget in social media branding campaigns and provide valuable insights for marketers to design more effective strategies. This study recommends considering increasing the duration and budget allocation in branding campaigns and conducting further research to explore other factors that may affect Brand Awareness.
Co-Authors ., Sarmini Achmad Efendi Adiputrajaya, Prima Adriansyah, Moch Agus Ali Agus Sanjaya Agus Suprijono Ahmad EQ, Nurwadjah Al Haitamy, Eri Bestary Al-Ma’ruf, Muhammad Nizar Alfiani, Syahrul ali, agus Aliyah, Siti Aimmatul Alviani, Nia Arrizqi Amalia, Nida Ansori, Siti Fathya Asri, Aulia Az-Zahra, Putri Aulia Barep Yohanes Bella Suryani Berliana, Yuniska Bima, M. Abd Rohman Said Caribu Hadi Prayitno Choirun Nisak Aulina Damayanti, Frida Aprilia Damayanti, Novia Maghfirah Darmanto Darmanto Darmawati, Lusi Endang Sri Dassucik, Dassucik Dewi Fitriyani Diah Pratiwi Dienillah, Izzah Eduardus Nanggur Eko Listiwikono Eko Nur Cahyo epiyanto, Hepiyanto Evi Mahsunah Fadhil, Ach. Fajar Nur Yasin Fakhirah, Annisa Fasa, Sabrina Putri Fatimah, Gefira Nur Febri Dristyan Fida Oktafiani Fudholi, Agus Haerudin Haerudin Hananto, Agustia Hernanda, Rice Hinggil Permana Huda, Baenil hudi, hudi Humaeroh, Isma Hutapea, Jhon Hendrik Sahat Marasi Ira Ningrum Resmawa, Ira Ningrum Kurniawati, Rohmah Mahanani, Dian Maulida, Sofia Maulidita, Salismi Zulfi Mayadina Rohmi Musfiroh Methasari, Melanny Miftahul Jannah Mildiana, Yana Eka Mukhoirotin Mukhoirotin Mukiman, Nur Ayu Sitaresmi Muliawan, Anugrah Adi Mulyati, Susi Niati, Eni Ningrum Resmawa, Ira Nur Rochimah Nurfadillah, Sadriyah Pratama, Moch. Tegar Prisuminati, Devita Agus Priyatna, Bayu Purwanto, Wildan Barizi Pusvitha, Maria Putri, Aprillia Nurzana Sandika Radisic, Drinka Raharto, Eko Rahmatiani, Lusiana Rifki Suwaji Rikza, Uswa Fina Rina Indra Sabella Ruri Fadhilah Kurniati Salsadiva, Wiliaz Samudra, Kelsa Surya Sandy Arief Sasmita, Mitra Septanta, S.E.I.,M.Ak, Rananda Setiyaningsih, Fera Yuli Setyawan, Katon Galih Sokat, Cipta Ibnu Sri Sunarti Sugiarto, Muhammad Agus Suhartini , Andewi Supendi, Usup Suprapti Supriyanto Supriyanto Supriyanto Supriyanto Suwarno Suwarno Syakuli, Alifah Irdanti Tutik Winarsih Ulrianus Aristo Ngamal Utomo, Ainur Alam Budi Wahyuni, Dwi Suci Waloyo, Waloyo Wicaksono, Anggun Widianingsih, Sri Zainuri, Rahma Dilla Zakiyah BZ