IMPLEMENTATION OF SOCIAL MEDIA MARKETING FOR CONTINUOUS ENHANCEMENT OF BRAND AWARENESS (OBSERVATION ON ISTANA LAUT RESTAURANT MANADO)

Abstract

There are many new businesses in Manado that use social media marketing as one of their strategies to properly promote and advertise their brand and product as an opportunity to both introduce their business to customers and to compete with others. This is because the number of internet users and users of online platforms there keeps growing. The purpose of this study is to examine the influence of Social Media Marketing on Brand Awareness in Istana Laut Restaurant using the indicators Entertainment, Interaction, Trendiness, and Customization. This research use quantitative approaches. The data was collected using questionnaires given to 100 Istana Laut customers and scored using the Likert scale method. Multiple Linear Regression was used as an analytical tool in the SPSS program. The findings of this study indicate that Social Media Marketing indicators have significant influence on Brand Awareness simultaneously. Therefore, the findings of this study also indicate that several variables of Social Media Marketing indicators partially has insignificant influence on Brand Awareness

Keyword: Social Media Marketing, Entertainment, Interaction, Trendiness, Customisation, Brand Awareness