PENGARUH KONTEN MEDIA SOSIAL DAN INFLUENCER MARKETING TERHADAP BRAND AWARENESS PADA RESTORAN FORK BANDUNG

Nahwa Istawa, - and Agus Sudono, - and Ilmiati Tsaniah, - (2025) PENGARUH KONTEN MEDIA SOSIAL DAN INFLUENCER MARKETING TERHADAP BRAND AWARENESS PADA RESTORAN FORK BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh konten media sosial dan influencer marketing terhadap brand awareness pada Restoran Fork Bandung. Di era digital saat ini, media sosial dan influencer menjadi dua elemen penting dalam strategi pemasaran, khususnya dalam membentuk kesadaran merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 162 responden yang merupakan konsumen dan pengikut akun media sosial Restoran Fork Bandung. Teknik analisis data yang digunakan adalah regresi linear berganda dengan bantuan perangkat lunak IBM Statistics SPSS versi 27. Hasil penelitian menunjukkan bahwa secara parsial, influencer marketing berpengaruh positif dan signifikan terhadap brand awareness, sedangkan konten media sosial tidak memiliki pengaruh yang signifikan secara parsial. Namun, secara simultan, konten media sosial dan influencer marketing secara bersama-sama berpengaruh signifikan terhadap brand awareness pada Restoran Fork Bandung. Temuan ini mengindikasikan bahwa keberhasilan strategi media sosial marketing dalam membangun brand awareness lebih banyak ditentukan oleh efektivitas influencer dibandingkan hanya dari konten media sosial itu sendiri. This study aims to determine the influence of social media content and influencer marketing on brand awareness at Fork Restaurant, Bandung. In today's digital era, social media and influencers have become two crucial elements in marketing strategies, particularly in building brand awareness. This study employed a quantitative approach with a survey method. Data were collected through questionnaires distributed to 162 respondents, who were consumers and followers of Fork Restaurant's social media accounts. The data analysis technique used was multiple linear regression with the assistance of IBM Statistics SPSS version 27 software. The results showed that, partially, influencer marketing had a positive and significant effect on brand awareness, while social media content had no significant effect. However, simultaneously, social media content and influencer marketing significantly influenced brand awareness at Fork Restaurant, Bandung. These findings indicate that the success of a social media marketing strategy in building brand awareness is determined more by the effectiveness of influencers than by the social media content itself.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Nahwa+Istawa# ID SINTA Dosen Pembimbing: Agus Sudono: 6134240 Ilmiati Tsaniah: 6806935
Uncontrolled Keywords:	Media Sosial Marketing, Konten Media Sosial, Influencer Marketing, Brand Awareness, Restoran Fork Bandung. Social Media Marketing, Social Media Content, Influencer Marketing, Brand Awareness, Fork Restaurant, Bandung.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce T Technology > TX Home economics
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Nahwa Istawa
Date Deposited:	10 Oct 2025 04:02
Last Modified:	10 Oct 2025 04:02
URI:	http://repository.upi.edu/id/eprint/142638

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