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All Journal Bahtera Inovasi Jurnal Manajerial dan Bisnis Tanjungpinang
Elvira, Mita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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ANALISIS SOCIAL MEDIA MARKETING SEBAGAI STRATEGI PEMASARAN BREWHAVIOR Haryani, Dwi Septi; Ratnasari, Sri Langgeng; Fauzar, Selvi; Fenny, Fenny; Abriyoso, Octojaya; Elvira, Mita
Manajerial dan Bisnis Tanjungpinang Vol. 8 No. 2 (2025): Jurnal Manajerial dan Bisnis Tanjung Pinang vol 8 no 2 2025
Publisher : STIE PEMBANGUNAN TANJUNGPINANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52624/manajerial.v8i2.2536

Abstract

Social media has now become a vital component in the transformation process. This situation opens up great opportunities for MSMEs to utilize social media as a primary tool in marketing activities. The purpose of this study is to understand how Brewhavior utilizes social media as a digital marketing strategy, analyze the use of social media in reaching consumers, and the types of content used, as well as to identify the impact of social media usage on brand awareness growth and sales increase. The research method used is qualitative with a descriptive approach. Data collection techniques are conducted through semi-structured interviews and library studies. The sample in this study is Mr. NHN, the owner of Brewhavior Coffee Shop. The research results indicate that Brewhavior's use of Instagram as an independent digital marketing strategy is capable of increasing brand awareness and sales. Visual content such as Reels, Stories, and direct interaction with customers has proven effective in creating organic promotion and building consumer loyalty. Despite facing resource limitations, this strategy still provides a positive impact on business growth. Moving forward, Brewhavior plans to expand its reach through other platforms such as TikTok to strengthen its brand identity.
Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Brand Awareness Produk Somethinc Di Tanjungpinang Haryani, Dwi Septi; Nurul Sultania; Ratnasari, Sri Langgeng; Elvira, Mita; Fenny; Fauzar, Selvi
Bahtera Inovasi Vol 10 No 1 (2026): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/10.31629/bi.v10i1/8516

Abstract

This study aims to examine the effect of social media marketing and influencer marketing on brand awareness of Somethinc products in Tanjungpinang. The research employs a quantitative method using a survey approach. The study population consists of followers of Somethinc’s TikTok account, with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that, partially, social media marketing has a positive and significant effect on brand awareness of Somethinc products, with a tvalue of 4.197 and a significance level of < 0.001. Influencer marketing also shows a positive and significant effect on brand awareness, with a tvalue of 3.314 and a significance level of 0.001. Furthermore, the simultaneous test (F-test) reveals that social media marketing and influencer marketing jointly have a significant effect on brand awareness, with an Fvalue of 38.145 and a significance level of < 0.001. In conclusion, digital marketing strategies through TikTok social media and collaborations with credible influencers are effective in enhancing brand awareness of Somethinc products in Tanjungpinang.
Co-Authors Abriyoso, Octojaya Dwi Septi Haryani Fauzar, Selvi Fenny Fenny Fenny Nurul Sultania Sri Langgeng Ratnasari