Pengaruh Digital Marketing Instagram Wulings Terhadap Brand Awareness Produk Air EV
Institut Bisnis Nusantara
Institut Bisnis Nusantara
DOI:
https://doi.org/10.56943/daruna.v2i2.119Penelitian ini meneliti tentang pengaruh digital marketing terhadap brand awareness Air Ev Wulings Indonesia melalui instagram. Digital marketing dipilih karena menjadi ajang kegiatan masif dan efektif dengan menggunakan internet/media digital guna mendukung modern marketing untuk. Melalui digital marketing sasaran bisnis menjadi lebih mudah dengan digunakannya media sosial, e-mail, SEO, website dan lain-lain. Salah satunya adalah instagram. Instagram saat ini merupakan media sosial yang kerap digunakan pebisnis dalam melakukan marketing. Untuk itu, penelitian ini berfokus pada bagaimana aktivitas digital marketing melalui Instagram yang dilakukan @Wulingmotorsid, Metode penelitian yang digunakan ialah kuantitatif, dengan menelusuri pengaruh variabel X (Digital Marketing) dengan variabel Y (Brand Awareness). Peneliti menyebar kuesioner kepada 100 responden followers instagram @wulingsmotorid dari perhitungan rumus slovin dengan presisi 10%. Hasil penelitian menunjukan bahwa analisis korelasi antara Variabel X dan Variabel Y menunjukkan angka 0,912 yang berarti derajat korelasi Variabel X Digital Marketing dengan Variabel Y Brand Awareness masuk dalam kategori hubungan yang sangat kuat, dengan nilai analisis regresi diperoleh persamaan Y = 2,255 + 0,248 X. memiliki arti: jika konsep Digital Marketing adalah 0, maka Brand Awareness Wuling Air EV adalah 2,255. Namun jika ada Digital Marketing maka Brand Awareness Wuling Air EV akan mengalami peningkatan sebesar +0,248. Selain itu hasil dari uji determinasi menunjukkan bahwa nilai r² adalah 83,2%, dari perhitungan tersebut menunjukan bahwa Variabel X Digital Marketing memberi kontribusi sebesar 83,2% terhadap Variabel Y Brand Awareness
This research examines the influence of digital marketing on brand awareness of Air Ev Wulings Indonesia via Instagram. Digital marketing was chosen because it is a venue for massive and effective activities using the internet/digital media to support modern marketing for. Through digital marketing, business targets become easier with the use of social media, e-mail, SEO, websites and others. One of them is Instagram. Instagram is currently a social media that is often used by business people for marketing. For this reason, this research focuses on how digital marketing activities via Instagram are carried out by @Wulingmotorsid. The research method used is quantitative, by exploring the influence of variable X (Digital Marketing) with variable Y (Brand Awareness). Researchers distributed questionnaires to 100 respondents following Instagram @wulingsmotorid using the Slovin formula calculation with a precision of 10%. The results of the research show that the correlation analysis between Variable X and Variable Y shows the number 0.912, which means that the degree of correlation between Variable meaning: if the Digital Marketing concept is 0, then Wuling Air EV Brand Awareness is 2.255. However, if there is Digital Marketing, Wuling Air EV Brand Awareness will increase by +0.248. Apart from that, the results of the determination test show that the r² value is 83.2%, this calculation shows that Variable X Digital Marketing contributes 83.2% to Variable Y Brand Awareness
Keywords: Digital Marketing Instagram Kesadaran Merk Wuling
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