PENGARUH INFLUENCER MARKETING DAN SOSIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN BRAND IMAGE

Abstrak

The influence of influencer marketing and social media marketing on brand awareness and brand image on emina products on Instagram in Pasuruan Regency. This research is explanatory research with a quantitative approach. The data collection technique used is a questionnaire distributed offline. The sample used in the study was 116 respondents with the Area Sampling method, which is a sampling technique carried out by dividing the population into several small areas or clusters, then selecting samples from each of these areas. This technique is often used in surveys and studies when it is impractical or impossible to sample the entire population, and the results are analyzed using the Partial Least Square (PLS) variant-based structural equation model. Based on the results of this study, it can be seen that Influencer marketing positively and significantly affects brand awareness, social media marketing positively and significantly affects brand awareness, brand awareness positively and significantly affects brand image, and influencer marketing has a positive and significant effect on brand image.