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All Journal JURNAL LENTERA BISNIS
Victor Lamboy Sinaga
Institut Bisnis dan Multimedia Asmi
Economics, Econometrics & Finance Social Sciences

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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 Fildzah Shabrina Ilham Arief Mozart Malik Ibrahim Vivid Violin Wahyuningratna, Ratu Nadya