The influence of sponsorship and social media marketing on brand awareness at the bites brownies
Keywords:
Brand Awareness, Social Media Marketing, SponsorshipAbstract
Research conducted at Brownies The Bites aims to determine the variables that affect brand awareness of Brownies The Bites which is thought to be influenced by sponsorship and social media marketing. Research method used in this study was collecting data through literature review and field research, which was then analyzed systematically based on the study’s goals. In order to solve problems and prove the hypotheses, the data collected was then analyzed using descriptive analysis and regression analysis. The results of the research is Sponsorship partially has a positive and significant influence on Brand Awareness at The Bites Brownies. Social Media Marketing partially has a positive and significant influence on Brand Awareness at The Bites Brownies. Sponsorship and Social Media Marketing simultaneously have a positive and significant influence on Brand Awareness at The Bites Brownies. In this study, Brand Awareness is 68.7% influenced by sponsorship and social media marketing, while the remaining 31.3% is caused by various other factors that will not be explained in this study.
References
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Al Hakim, S., & Zuliestiana, D. A. (2022). Influence of Social Media Marketing Activity Instagram Towards Purchase Intention in Le Bliss Bouquet Cirebon. Quantitative Economics and Management Studies, 3(3), 417–425. https://doi.org/10.35877/454ri.qems976
Ayu Setianingtyas, E. I. N. (2020). Analisis Social Media Marketing dan Tampilan Produk Dalam Meningkatkan Penjualan Produk Pamos Shop Mojokerto Ayu Setianingtyas (1) Eka Indah Nurlaili (2). Jurnal Manajemen Bisnis, 17(2), 207–223.
Berliani, T. (2023). Pengaruh Social Media Marketing Terhadap Purchase Decision Melalui Brand Awareness Dan Electronic Word Of Mouth. Jurnal Ilmiah Wahana Pendidikan, Desember, 2023(24), 823–836. https://doi.org/10.5281/zenodo.10441037
Budiani, A. N., Fauzi, F., Bantar, G. Y., & Vioga, M. (2023). Gambaran Self disclosure Pengguna Second account Instagram ( Studi Fenomenologi Self disclosure Pengguna Second account Instagram Pada Dewasa Awal ). Jurnal Pendidikan Tambusai, 7(2), 17238–17243.
Fadhilah, A. F., Sanjaya, I. G. N., & Riyasa, I. A. P. W. (2024). Analisis Social Media Marketing Dalam Meningkatkan Brand Awareness Di Pt Raksasa Laju Lintang (Ralali). Neraca Manajemen, Ekonomi, 6(10).
Farsyabillah, S. A. (2023). Pengaruh Kegiatan Sponsorship Cabriolet Challenge 2021 Terhadap Brand Image Realfood. Syntax Literate ; Jurnal Ilmiah Indonesia, 8(3), 1991–2008. https://doi.org/10.36418/syntax-literate.v8i3.11474
Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3, 409–418.
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, 2(3), 110–118. https://doi.org/10.47065/imj.v2i3.200
Ginardi, A., & Susanto, E. H. (2021). Pengaruh Sponsorship, Media Sosial Online, dan Celebrity Endorsement terhadap Brand Awareness Produk Aksesoris Gaming Merek Sades. In Jurnal Manajemen Bisnis dan Kewirausahaan (Vol. 5, Issue 6, p. 628). https://doi.org/10.24912/jmbk.v5i6.15166
Hamidin, D., Pranawukir, I., Mulyana, A., & D. (2022). Strategi Pemasaran Di Era Digital. In CV Haura Utama. https://doi.org/10.35877/454ri.mattawang1323
Hanifah, U. (2022). TRANSEKONOMIKA: Akuntansi, Bisnis dan Keuangan Volume 2 ISSUE 6 (2022). 2(6), 107–126. https://transpublika.co.id/ojs/index.php/Transekonomika
Herold, E. (2024). Sponsorship effectiveness and message placement in live broadcasts : Assessing the influence of sport-specific factors and state of the art research approaches.
Karo Karo, P., & Firstyana, A. S. (2021). Pengaruh Sponsorship Pada Event Bingen Fest Terhadap Brand Awareness Authenticity Class Mild. LONTAR: Jurnal Ilmu Komunikasi, 9(2), 141–154. https://doi.org/10.30656/lontar.v9i2.3245
Lestari, S. I., & Aribowo, H. (2024). Pengaruh Endorsement Dan Lokasi Terhadap Minat Beli Pelanggan Pada Deliwafa Store Surabaya. Neraca Manajemen, Ekonomi, 7(7). https://www.insg.co/en/influencer-marketing-indonesia/
Maulid, D. L., Hurriyati, R., & Hendrayati, H. (2022). The Impact of Social Media Marketing on Consumer Purchase Decisions. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 231–235. https://doi.org/10.2991/aebmr.k.220701.045
Nurmala, N., Sinari, T., Lilianti, E., Jusmany, J., Emilda, E., Arifin, A., & Novalia, N. (2022). Usaha Kuliner Sebagai Penggerak Umkm Pada Masa Pandemi Covid 19. AKM: Aksi Kepada Masyarakat, 3(1), 65–74. https://doi.org/10.36908/akm.v3i1.458
Paramita, R. (2020). Metode Penelitian Kuantitatif.
Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795–2804. https://doi.org/10.62775/edukasia.v4i2.674
Rahayu, S. (2023). 705-Article Text-2094-1-10-20230110. Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, 2(1), 109–113.
Salma, A. N. (2018). PENGARUH SPONSORSHIP DALAM MENINGKATKAN BRAND AWARENESS (Studi pada Sponsorship Garuda Indonesia Terhadap Liverpool FC sebagai Global Official Airline Partner). INJECT (Interdisciplinary Journal of Communication), 2(1), 1. https://doi.org/10.18326/inject.v2i1.1-26
Tuti, M., & Dwiyanti, M. (2022). Pengaruh social media marketing terhadap keputusan menginap melalui citra merek. Jurnal Inspirasi Bisnis Dan Manajemen, 5(2), 149. https://doi.org/10.33603/jibm.v5i2.5126
Utomo, M. Z., Marheinis, M. I., & Baskara, K. I. A. (2022). Efektivitas Sponsorship Kukubima Ener-G Dalam Sepakbola Terhadap Minat Beli Mahasiswa Ilmu Komunikasi UNTIDAR Angkatan 2020. Journal of Innovation Research and Knowledge, 2(7), 2887–2900.
Yusianti, F. R., & Manafe, L. A. (2023). Pengaruh Sponsorship Dan Media Sosial (Instagram) Terhadap Brand Awareness Pada Try Out Online Nasional Utbk Snbt 2023. Jurnal ASIK: Jurnal Administrasi, Bisnis, Ilmu Manajemen & Kependidikan, 1(2), 71–84. https://doi.org/10.59639/asik.v1i2.30
Zukhrufani. (2022). the Influence of Brand Personality, Brand Awareness, Fashion Consciousness, and Satisfaction As Intervening Variables on Muslim Fashion Product Loyalty in Indonesia. Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK) 2022, 11(1), 1–14. http://dx.doi.org/10.26418/jebik.v11i1.50406
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Published
2025-01-30
How to Cite
Januarty, W., Nainggolan, E. ., Fenny, F., & Suci, R. D. . (2025). The influence of sponsorship and social media marketing on brand awareness at the bites brownies. Journal of Management Science (JMAS), 8(1), 263–272. Retrieved from https://www.exsys.iocspublisher.org/index.php/JMAS/article/view/640
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