Pengaruh social media marketing pada kesadaran merek produk AMD dengan mediasi consumer brand engagement
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Abstract
AMD continues to develop in making the latest technology, seen in 2022 AMD launched several new products to meet the needs of the community such as computer processors called Ryzen™ and graphics cards called Radeon™ RX. AMD Indonesia has a social media account as a marketing or promotional tool. AMD Indonesia seeks to introduce its products to the wider community course by communicating through social media to target consumers. Social media marketing in AMD Indonesia products if analyzed briefly conceptualizes there are five elements, namely entertainment, interaction, trendiness, customization, and E-WOM. This research is very suitable for using quantitative techniques because the data obtained from quantitative techniques is very targeted for research on the effect of social media marketing on brand awareness of AMD products with mediation of consumer brand engagement with 200 respondents. The results of the three hypotheses that researchers conducted, showed that it was positive and significant. With this it can be concluded that the consumer brand engagement formed can increase brand awareness of AMD Indonesia's social media products, besides strong consumer brand engagement, AMD Indonesia will also be able to face increasingly fierce business competition.
AMD semakin terus berkembang dalam membuat suatu teknologi terbaru, terlihat pada tahun 2022 AMD meluncurkan beberapa produk terbaru untuk memenuhi kebutuhan masyarakat seperti prosesor komputer yang disebut Ryzen™ dan kartu grafis yang disebut Radeon™ RX. AMD Indonesia memiliki akun media sosial sebagai alat pemasaran atau promosi. AMD Indonesia berupaya mengenalkan produknya kepada masyarakat luas tentunya dengan cara berkomunikasi melalui media sosial kepada target konsumen. Social media marketing dalam produk AMD Indonesia jika dianalisis dengan singkat mengonseptualisasikan terdapat lima elemen, yaitu entertainment, interaction, trendiness, customization, dan E-WOM. Penelitian ini sangat cocok menggunakan teknik kuantitatif karena data yang didapat dari teknik kuantitatif sangat tepat sasaran untuk penelitian pengaruh social media marketing pada kesadaran merek produk AMD dengan mediasi consumer brand engagement dengan 200 responden. Hasil dari ketiga hipotesis yang peneliti lakukan, menunjukkan bahwa positif dan signifikan. Dengan ini dapat disimpulkan bahwa consumer brand engagement yang terbentuk dapat meningkatkan kesadaran merek produk AMD Indonesia media sosial, selain itu dengan adanya consumer brand engagement yang kuat maka AMD Indonesia juga akan mampu menghadapi persaingan bisnis yang semakin ketat.
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