ANALISIS PENGARUH E-WOM, PEMASARAN DIGITAL DAN KUALITAS KONTEN MEDIA SOSIAL TERHADAP BRAND AWARENESS

Victor Lamboy Sinaga (Institut Bisnis dan Multimedia Asmi)
Vivid Violin (Politeknik Maritim AMI Makassar)
Mozart Malik Ibrahim (Perbanas Institute)
Fildzah Shabrina (Universitas Negeri Jakarta)
Ratu Nadya Wahyuningratna (Universitas Pembangunan Nasional "Veteran" Jakarta)
Ilham Arief (STIKes Widya Dharma Husada)

JURNAL LENTERA BISNIS
Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025

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.