Pengaruh Social Media Marketing dan Influencer Marketing terhadap Brand Awareness di Eco Active Park Kota Batu
DOI:
https://doi.org/10.63822/vsnhw158Keywords:
Social Media Marketing; Influencer Marketing; Brand Awareness; Eco Active Park; TourismAbstract
The development of information and communication technology has driven changes in marketing strategies, including in the tourism sector. This study aims to examine the effect of social media marketing and influencer marketing on brand awareness at Eco Active Park Batu City. This study uses a quantitative explanatory approach with a sample of 100 respondents selected through purposive sampling. Data were collected through questionnaires distributed to visitors or potential visitors of Eco Active Park Batu City, then analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results show that social media marketing has a positive and significant effect on brand awareness with a t-count of 2.394 and a significance of 0.019. Influencer marketing also has a positive and significant effect on brand awareness with a t-count of 6.382 and a significance of 0.000. Simultaneously, social media marketing and influencer marketing have a significant effect on brand awareness with an F-count of 119.518 and a significance of 0.000, with a contribution of 71.1% as indicated by the R-square value. The findings indicate that the combination of effective social media management and promotional support from influencers is able to optimally increase public brand awareness of Eco Active Park Batu City.
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Copyright (c) 2026 Septina salma Indrayani, Arni Utamaningsih, Fullchis Nurtjahjani (Author)
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