Pengaruh Iklan Instagram Reels Serta Electronic Word of Mouth Terhadap Brand Awareness Layanan Indibiz pada Telkom Daerah Ubung
DOI:
https://doi.org/10.55606/optimal.v5i4.7890Keywords:
Brand Awareness, Electronic Word of Mouth (e-WOM), Instagram Reels AdsAbstract
The focus of this study is to examine the effect of Instagram Reels ads and electronic word of mouth (e-WOM) on increasing brand awareness of Indibiz services in the Ubung Telkom area. The independent variables in this study are Instagram Reels ads and electronic word of mouth (e-WOM), while the dependent variable is brand awareness. The population in this study is the target market of Indibiz services. The sample was determined using the Lemeshow formula, because the population size is unknown, the sample was determined using random and purposive sampling with several characteristics, the sample in this study consisted of 96 respondents. This study uses primary data as the main source of information collected through questionnaires distributed via Google Forms. This is a type of quantitative research. In this study, data were analyzed using multiple linear regression techniques with the support of SPSS (Statistical Product and Service Solutions) software. The findings of this study indicate that Instagram Reels ads and electronic word of mouth (e-WOM) simultaneously influence the increase in brand awareness. Partially, the variables of Instagram Reels ads and electronic word of mouth (e-WOM) also influence the increase in brand awareness. This study aims to examine the effect of Instagram Reels ads and electronic word of mouth (e-WOM) on increasing brand awareness of Indibiz services in the Ubung Telkom area. The independent variables in this study are Instagram Reels ads and e-WOM, while the dependent variable is brand awareness. This study used a sample of 96 respondents selected through random and purposive sampling, with primary data collected using a questionnaire via Google Forms. Using multiple linear regression techniques and SPSS analysis, the results of the study show that both Instagram Reels ads and e-WOM significantly influence the increase in brand awareness, both simultaneously and partially.
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