Pengaruh Kualitas Konten, Interaktivitas Media Sosial, dan Electronic Word of Mouth (e-WOM) terhadap Brand Awareness di Instagram ( Studi Pada followers @adiputro_official )

Abstract

Abstract

This study looks into how content quality, social media interaction, and electronic word of mouth (e-WOM) affect brand awareness among followers of the Instagram account @adiputro_official. This study involved 100 respondents who were selected using purposive sampling techniques. Then, the data obtained were processed and analyzed using multiple linear regression methods with the help of IBM SPSS Statistics software. The results show that good content really boosts brand awareness. However, social media interactivity and electronic word of mouth (e-WOM) have positive but insignificant effects on brand awareness. Simultaneously, content quality, social media interactivity, and electronic e-WOM have a positive and significant effect on brand awareness. The Adjusted R Square value of 0.798 shows that about 79.8% of the changes in Brand Awareness can be explained by the three independent variables, while the remaining 20.2% is affected by other factors not included in the study model. These findings suggest that improving content quality, supported by social media interactivity and electronic word of mouth, can contribute to enhancing brand awareness among followers of the @adiputro_official Instagram account.

Keywords: Content Quality, Social Media Interactivity, Electronic Word of Mouth (e-WOM), Brand Awareness, Instagram.