Pengaruh Perceived Social Media Marketing Elements  terhadap Brand Awareness  dan Brand Image  pada Pengguna  Smartphone Xiaomi di DKI Jakarta

Adi Kurniawan; Irma Satya Indriyanti

doi:10.34208/mb.v15i2.2158

Pengaruh Perceived Social Media Marketing Elements terhadap Brand Awareness dan Brand Image pada Pengguna Smartphone Xiaomi di DKI Jakarta

Authors

Adi Kurniawan
Irma Satya Indriyanti STIE Trisakti

DOI:

https://doi.org/10.34208/mb.v15i2.2158

Keywords:

brand awareness, brand image, consumer brand engagement, social media marketing element

Abstract

This study aims to examine the impact of the influence of social media marketing elements through consumer brand engagement on brand awareness and brand image on Xiaomi smartphone users in DKI Jakarta. This study used a research design, namely descriptive research and causality research and variables were measured using seven Likert points. In taking the sample using a purposive sampling technique and using 220 respondents who fit the existing criteria. The data in this study were analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results found in this study are the influence of entertainment, EWOM and trendiness through consumer brand engagement on brand awareness and brand image among Xiaomi smartphone users in DKI Jakarta.

Published

2023-10-02

How to Cite

Kurniawan, Adi, and Irma Satya Indriyanti. 2023. “Pengaruh Perceived Social Media Marketing Elements Terhadap Brand Awareness Dan Brand Image Pada Pengguna Smartphone Xiaomi Di DKI Jakarta”. Media Bisnis 15 (2):211–230. https://doi.org/10.34208/mb.v15i2.2158.