Hubungan Social Media Marketing dengan Brand Awareness di Kalangan Followers Instagram @buyosajo

Abstract. This study aims to determine and understand the relationship between quality of content and brand awareness, the relationship between trust and long-term relationship with brand awareness, the relationship between involvement and brand awareness, and the relationship between integration with other marketing platforms and brand awareness on Instagram accounts. @buyosajo. The research method used is quantitative with a correlational approach. The population of this study is active followers of the Instagram account @buyosajo with a sample of 89 followers from the total population and using a random sampling technique. Data collection techniques were carried out by distributing questionnaires. Then analyzed using inferential statistical data analysis techniques with the help of the SPSS version 21 application. From the research that has been done, it can be concluded that the relationship between quality of content and brand awareness has a strong relationship, the relationship of trust and long-term relationship with brand awareness has a strong relationship. , the relationship between involvement and brand awareness has a strong relationship, the relationship between integration with other marketing platforms and brand awareness has a strong relationship, and the relationship between social media marketing and brand awareness has a very strong relationship. Overall, the social media marketing activities that have been carried out by the @buyosajo Instagram account have a very strong relationship with the brand awareness of their followers. Keywords: social media marketing, brand awareness, cybernetics theory, new media, marketing communication. Abstrak . Penelitian ini bertujuan untuk mengetahui dan memahami adanya hubungan antara quality of content dengan brand awareness, hubungan antara trust and long-term relationship dengan brand awareness, hubungan antara involvement dengan brand awareness, dan hubungan antara integration with other marketing platform dengan brand awareness pada akun Instagram @buyosajo. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan korelasional. Populasi dari penelitian ini merupakan pengikut aktif akun Instagram @buyosajo dengan jumlah sampel sebanyak 89 pengikut dari total populasi serta menggunakan teknik random sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner. Lalu di analisis menggunakan teknik analisis data statistik inferensial dengan bantuan aplikasi SPSS versi 21. Dari penelitian yang telah dilakukan dapat disimpulkan bahwa hubungan quality of content dengan brand awareness memiliki hubungan yang kuat, hubungan trust and long-term relationship dengan brand awareness memiliki hubungan yang kuat, hubungan involvement dengan brand awareness memiliki hubungan yang kuat, hubungan integration with other marketing platform dengan brand awareness memiliki hubungan yang kuat, serta hubungan social media marketing dengan brand awareness memiliki hubungan yang sangat kuat. Secara keseluruhan kegiatan social media marketing yang telah dilakukan oleh akun Instagram @buyosajo memiliki hubungan yang sangat kuat dengan brand awareness pada pengikutnya. Kata Kunci: pemasaran media sosial, kesadaran merek, teori sibernetik, new media, komunikasi pemasaran.