The Influence of Social Media Marketing Strategy on Increasing Brand Awareness (Study on Food MSMEs in Malang City)

Abstract

The rapid development of social media has changed the pattern of marketing communication, 
including in building brand awareness through Social Media Marketing strategies. The 
approach used in this study is a quantitative approach with a survey method through a Google 
Form-based questionnaire. The number of samples used was 100 respondents who are active 
social media users. The data analysis technique used multiple linear regression with the help of 
SPSS software version 26. The results of the study showed that partially all independent 
variables The results of the study showed that simultaneously the five Social Media Marketing 
variables, namely Customer Engagement, Viral Marketing, Buzz Marketing, Peer Influence, 
and Online Communities, had a significant effect on Brand Awareness, with an F count value 
of 176.073 > F table 2.31 and a significance of 0.000 < 0.05. Partially, the five variables were 
also proven to have a significant effect, with each t count value greater than t table (1.985) and 
a significance value below 0.05. Among the five variables, Viral Marketing was the most 
dominant factor, with a regression coefficient value of 0.814. The coefficient of determination 
(Adjusted R²) of 0.898 shows that 89.8% of the variation in Brand Awareness is influenced by 
the social media marketing strategy variable.