Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Law Social Sciences and Management
Marka, Mira
Unknown Affiliation
Decision Sciences, Operations Research & Management Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Brand Awareness in the Digital Era: A Study of Tokopedia Consumers in Jepara Lusianti, Dina; Aura, Muhammad; Marka, Mira
International Journal of Law Social Sciences and Management Vol. 2 No. 3 (2025): International Journal of Law Social Sciences and Management
Publisher : Yayasan Meira Visi Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69726/ijlssm.v2i3.160

Abstract

Tokopedia is one of the largest e-commerce platforms in Indonesia and has played a significant role in driving the growth of the national digital economy. This study aims to analyze the influence of advertising appeal, celebrity endorsement, electronic word of mouth, and social media marketing on brand awareness among Tokopedia consumers in Jepara Regency. This research employs a quantitative approach with a sample size of 97 respondents who are Tokopedia users in Jepara Regency. The sampling technique used in this study is proportional sampling. The results of the study show that; Advertising appeal has a positive effect on brand awareness; Celebrity endorsement significantly influences brand awareness; Electronic word of mouth contributes positively to brand awareness; Social media marketing proves to be effective in improving brand awareness; and Advertising appeal, celebrity endorsement, electronic word of mouth, and social media marketing simultaneously have a positive effect on brand awareness among Tokopedia consumers in Jepara Regency.
Co-Authors Aura, Muhammad Dina Lusianti