PENGARUH SOCIAL MARKETING, ELECTRONIC WORD OF MOUTH, DAN INFLUENCER MARKETING TERHADAP BRAND AWARENESS DI ROGERS FITNESS MANADO
DOI:
https://doi.org/10.35794/jmbi.v13i2.68566Abstract
This study aims to analyze the influence of social marketing, electronic word of mouth, and influencer marketing on brand awareness at Roger’s Fitness. This research was motivated by the increasing competition in the fitness industry in the digital era, requiring companies to build brand awareness through effective marketing communication strategies that align with modern consumer behavior. This study employed a quantitative approach using a survey method. The sampling technique applied was purposive sampling, involving 210 respondents consisting of active members and prospective members of Rogers Fitness Manado who met the research criteria. Data were collected through online questionnaires using a Likert scale. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that social marketing, electronic word of mouth, and influencer marketing simultaneously influence brand awareness. Partially, social marketing has a positive and significant effect on brand awareness. Electronic word of mouth also has a positive and significant effect on brand awareness. Furthermore, influencer marketing is proven to have a positive and significant effect on brand awareness. The findings demonstrate that integrated digital marketing strategies, supported by consumer social interaction and credible communication sources, are able to enhance consumers’ ability to recognize, recall, and position Rogers Fitness in their minds.This study contributes theoretically to the development of marketing management knowledge, particularly in digital marketing and consumer behavior studies, and provides practical implications for fitness service companies in designing more effective marketing communication strategies aimed at strengthening brand awareness.
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