Fahreza Emery Muhammad, . (2025) PENGARUH PEMASARAN MEDIA SOSIAL, PEMASARAN ACARA, DAN SPONSORSHIP TERHADAP KESADARAN MEREK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study analyzes the influence of social media marketing, event marketing, and sponsorship on brand awareness, using 180 randomly selected respondents from the audience of the Mobile Legends Professional League Indonesia event. The method employed is Structural Equation Modeling (SEM) with SmartPLS 4.0 at a 10% (0.1) significance level. The hypothesis results show that social media marketing has a positive and significant impact on brand awareness, contributing 66.8%, supported by the indicators sharing of content and accessibility. Event marketing also has a positive and significant impact, contributing 15.7%, with indicators entertainment and excitement. In contrast, sponsorship does not have a significant impact on brand awareness, contributing only 3.3%, with indicators compatibility with company’s or brand’s positioning and message capacity. This study highlights that combining social media marketing and event marketing can significantly enhance brand awareness, whereas sponsorship does not have a significant effect.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil : 2110111132] [Pembimbing : Miguna Astuti] [Penguji 1 : Anastasia Bernadin Dwi Mardiatmi] [Penguji 2] : Supriyono |
| Uncontrolled Keywords: | social media marketing, event marketing, sponsorship, brand awareness. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | FAHREZA EMERY MUHAMMAD |
| Date Deposited: | 17 Jan 2025 04:00 |
| Last Modified: | 17 Jan 2025 04:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34628 |
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