Analisis Pengaruh Online Engagement, Influencer Marketing, dan Promosi Digital terhadap Brand Awareness Produk Intynet PT Comtelindo - Submit Jurnal

Patricia, Michell (2026) Analisis Pengaruh Online Engagement, Influencer Marketing, dan Promosi Digital terhadap Brand Awareness Produk Intynet PT Comtelindo - Submit Jurnal. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Perkembangan teknologi digital mendorong perusahaan untuk menerapkan strategi pemasaran yang lebih efektif dalam membangun Brand Awareness. Intynet by PT Comtelindo sebagai penyedia layanan internet di Kota Balikpapan menghadapi tantangan berupa rendahnya kesadaran merek akibat dominasi kompetitor dan masih adanya kesalahpahaman masyarakat terhadap merek Intynet. Penelitian ini bertujuan untuk menganalisis pengaruh Online Engagement, Influencer Marketing, dan Promosi Digital terhadap Brand Awareness Intynet melalui platform Instagram. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner berskala Likert dan dianalisis menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa Online Engagement, Influencer Marketing, dan Promosi Digital berpengaruh positif dan signifikan terhadap Brand Awareness, baik secara parsial maupun simultan. Temuan penelitian juga menunjukkan bahwa strategi pemasaran digital yang dijalankan secara terintegrasi mampu meningkatkan kesadaran masyarakat terhadap merek Intynet. Dengan demikian, pengelolaan keterlibatan audiens, pemanfaatan influencer, dan pelaksanaan promosi digital menjadi aspek penting dalam upaya membangun dan memperkuat Brand Awareness Intynet.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HF Commerce
Depositing User:	Michell Patricia
Date Deposited:	15 Jul 2026 06:41
Last Modified:	15 Jul 2026 06:41
URI:	http://repository.itk.ac.id/id/eprint/27309

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