Keywords: aktivitas media sosial; engagement konten; Instagram; kesadaran merek; pemasaran B2B
Abstract
Penelitian ini bertujuan menganalisis pengaruh Aktivitas Media Sosial dan Engagement Konten terhadap Kesadaran Merek pada PT. Awla Synergy Abadi. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif serta teknik purposive sampling. Data primer yang dianalisis berasal dari 100 responden pengguna Instagram yang mengetahui atau pernah berinteraksi dengan akun perusahaan. Instrumen terdiri atas 23 butir skala Likert 1-5. Hasil pengujian menunjukkan seluruh item valid dengan r hitung 0,624-0,900 > r tabel 0,197 dan seluruh variabel reliabel, yaitu Cronbach's Alpha X1 sebesar 0,915, X2 sebesar 0,886, dan Y sebesar 0,912. Rata-rata Aktivitas Media Sosial sebesar 4,297, Engagement Konten 4,469, dan Kesadaran Merek 4,452, seluruhnya berkategori sangat baik. Persamaan regresi yang diperoleh adalah Y = 0,186 + 0,488X1 + 0,485X2. Secara parsial, Aktivitas Media Sosial berpengaruh positif dan signifikan terhadap Kesadaran Merek (t = 7,742; p < 0,001), demikian pula Engagement Konten (t = 6,933; p < 0,001). Secara simultan kedua variabel berpengaruh signifikan (F = 227,773; p < 0,001) dengan R² sebesar 0,824. Dengan demikian, H1, H2, dan H3 diterima.
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