Electronic Theses and Dissertation

Perkembangan teknologi digital telah mendorong perubahan strategi pemasaran bisnis, salah satunya dengan memanfaatkan media sosial. aerostreet sebagai salah satu merek sepatu lokal mengadopsi social media marketing guna meningkatkan brand awareness di tengah persaingan industri fashion. penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap brand awareness aerostreet di platform instagram. teori yang mendasari penelitian ini adalah elaboration likelihood model (elm) yang menjelaskan bagaimana pesan persuasif diproses melalui jalur sentral dan perifer. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 272 responden yang merupakan pengikut aktif akun instagram @aerostreet. data dianalisis menggunakan uji regresi linear sederhana dengan bantuan software ibm spss statistic 25. hasil analisis uji t menunjukkan bahwa social media marketing (x) memiliki thitung (38,699) > ttabel (1,968) dengan signifikansi 0,000 (

The advancement of digital technology has driven significant changes in business marketing strategies, particularly through the use of social media. Aerostreet, a local footwear brand, has adopted Social Media Marketing to enhance Brand Awareness amidst the competitive fashion industry. This study aims to examine the influence of Social Media Marketing on Aerostreet's Brand Awareness through the Instagram platform. The theoretical framework used in this study is the Elaboration Likelihood Model (ELM), which explains how persuasive messages are processed via central and peripheral routes. A quantitative approach was employed using a survey method involving 272 respondents who are active followers of the @aerostreet Instagram account. Data were analyzed using simple linear regression with the assistance of IBM SPSS Statistics 25.The results of the t-test analysis indicate that the Social Media Marketing variable (X) has a t-count value of 38.699, which is greater than the t-table value of 1.968, with a significance value of 0.000 (