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All Journal JURNAL PENDIDIKAN TAMBUSAI Journal on Education JURNAL LENTERA BISNIS Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Demos Jurnal Scientia JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Pengabdian Mandiri Elektriese: Jurnal Sains dan Teknologi Elektro Jurnal Sistim Informasi dan Teknologi Innovative: Journal Of Social Science Research Journal of Information System, Technology and Engineering Pharmaceutical Science Journal
Ilham Arief
STIKes Widya Dharma Husada Tangerang
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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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 Abdul Tahir Afrizal Afrizal Alifian Nugraha Almira Ulimaz Amanda Rachim Andriya Risdwiyanto Andy Ismail Anita Bawaiqki Wandanaya Asri Ady Bakri Balla Wahyu Budiarto Bekti Setiadi Budi Akhmad Tarigan Caka Gatot Priambodo Cindy Sandra Lumingkewas Dasep Supriatna desi kristanti, desi Desty Endrawati Subroto Didik Cahyono Etty Yusrika Fitri Faisal Abubakar Fildzah Shabrina Frans Sudirjo Gamar Al Haddar Handy Ferdiansyah Hendy Tannady Hisnol Jamali Ichsan Ichsan Israwaty Israwaty Iwan Henri Kusnadi Jimmy Nganta Ginting Johannis Siahaya Joko Ariawan Kraugusteeliana Kraugusteeliana Kusumowardani L.M. Zulfahrin UZ La Mema Parandy Liana Zulfa M. Novan Saputra Mohzana Mozart Malik Ibrahim Muhammad Reza Aulia Muhammad Subandi Mukhtar Efendi Mutmainnah, Muthia NURUL KARTIKASARI Nurul Kartikasari Nurul Komaria Rachmadi Indrapraja Rachmat Kamaluddin Ratih Pratiwi Ratna Ayu Pawestri Kusuma Dewi Rifqi Sonia Putra Rudy Rudy Sahat Simbolon Saut Maruli Tua Pandiangan Singgih Prastawa Siti Annisa Wahdiniawati Siti Nuridah Sofyan Oktavian Tubagus Sri Hartati Sri Winingsih W.A Sugisman Sugisman Suharyatun Suharyatun Sulastri Sidabutar Sulistyo Budi Utomo Susi Indriyani Syarifuddin Syarifuddin Tirwan Victor Lamboy Sinaga Vivid Violin Wahyuningratna, Ratu Nadya Yoesoep Edhie Rachmad Yoseb Boari Yudho Kusworo