Pengaruh Marketing Instagram, Influencer Endorsement, dan Iklan Youtube terhadap Brand Awareness (Studi Kasus Sambal Bakar Indonesia)

The Influence of Instagram Marketing, Influencer Endorsements, and Youtube Ads on Brand Awareness (Case Study of Indonesian Chili Sauce)

Abstract

This study aims to determine and analyze the influence of Instagram Marketing, Influencer Endorsement, and YouTube Advertising on Brand Awareness at Sambal Bakar Indonesia Peta Barat Branch, West Jakarta. The rapid development of digital media encourages companies to utilize social media as a promotional tool to increase consumer Brand Awareness. This research used a quantitative method with descriptive and associative approaches. The sampling technique used was non-probability sampling with a total of 100 respondents who were consumers of Sambal Bakar Indonesia Peta Barat Branch, West Jakarta. Data were collected through questionnaires distributed using Google Forms and analyzed using SPSS version 21 software. The results showed that, partially, Instagram Marketing had no significant effect on Brand Awareness, Influencer Endorsement had a positive and significant effect on Brand Awareness, while YouTube Advertising had no significant effect on Brand Awareness. Simultaneously, the three independent variables had a significant effect on Brand Awareness.