Pengaruh Iklan Digital Pada Postingan Giveaway Akun Instagram @telkomsel_mctjakpusel terhadap Brand Awareness Pelanggan
DOI:
https://doi.org/10.23969/jp.v11i02.52209Keywords:
Digital Ads, Giveaway, Brand AwarenessAbstract
This study examines the influence of digital advertising via giveaway content on the Instagram account @telkomsel_mctjakpusel on brand awareness among Telkomsel customers in Central Jakarta. While Instagram is a strategic digital marketing platform, the empirical effectiveness of regional giveaway campaigns remains underexplored. This quantitative study employs an explanatory survey method involving 93 active followers selected through simple random sampling. Data were collected using a Likert-scale questionnaire comprising 30 items for the digital giveaway variable (X) and 30 items for brand awareness (Y), which was measured based on Aaker’s hierarchy (recognition, recall,and top-of-mind). Multiple linear regression analysis was conducted using SPSS 26. The F-test results indicate that Context (X1), Content (X2), and Connection (X3) simultaneously do not have a significant effect on the three dimensions of brand awareness (p>0.05). The highest coefficient of determination (R2) was found for the Top-of-Mind dimension at only 7.5%, indicating that short-term giveaway campaigns are insufficient to build a strong,lasting brand awareness structure. These findings imply that Telkomsel's regional account needs to increase the intensity,consistency, and relevance of its digital content to optimally foster brand awareness.
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