Pengaruh Influencer Marketing dan Social Media Engagement terhadap Brand Awareness dengan Perceived Value sebagai Variabel Moderasi
Keywords:
Influencer Marketing, Social Media Engagement, Brand Awareness, Perceived Value, Digital MarketingAbstract
Perkembangan media sosial telah menciptakan perubahan besar dalam strategi pemasaran, terutama dalam membangun kesadaran merek (brand awareness). Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan social media engagement terhadap brand awareness, serta menguji peran perceived value sebagai variabel moderasi dalam hubungan tersebut. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada responden yang aktif menggunakan media sosial dan mengikuti akun merek tertentu. Data dianalisis menggunakan teknik regresi moderasi untuk menguji hubungan antar variabel. Hasil sementara menunjukkan bahwa influencer marketing dan social media engagement memiliki pengaruh positif signifikan terhadap brand awareness. Selain itu, perceived value memperkuat hubungan tersebut, di mana konsumen yang menilai tinggi nilai manfaat produk atau jasa cenderung lebih mudah mengenali dan mengingat merek. Temuan ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran digital yang efektif dan berorientasi pada nilai pelanggan, khususnya dalam meningkatkan kualitas pelayanan prima di era pemasaran modern.
References
Al., Z. et. (n.d.). SERVICES MARKETING Integrating Customer Focus Across the Firm.
Baghel, D. (2023). THE ROLE OF INFLUENCER AUTHENTICITY AND BRAND TRUST IN SHAPING CONSUMER BEHAVIOR : STRATEGIES TO ENGAGE GENERATION Z. 4, 1259–1271. https://doi.org/10.29121/shodhkosh.v4.i1.2023.332
Casalóa, L. V., Flaviánb, C., & Ibáñez-Sánchezc1, and S. (2021). ON INSTAGRAM : ANTECEDENTS AND CONSEQUENCES OF OPINION LEADERSHIP ON INSTAGRAM : ANTECEDENTS AND.
CRESWELL, J. W. (2023). Table of Contents PART I - Preliminary Considerations.
Dessart, L. (2020). Social media engagement : a model of antecedents and relational outcomes relational outcomes. Journal of Marketing Management, 33(5–6), 375–399. https://doi.org/10.1080/0267257X.2017.1302975
Farzan, F., Rasool, M., & Seyed, N. (2025). A pplied Research of Sport Management Designing a Model for Creating Brand Equity for Private Sports Clubs , A Qualitative Approach. 14(1), 115–134. https://doi.org/10.30473/arsm.2025.69855.3837
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (n.d.). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ).
Hajialiakbari, F., & Babaei, M. (2025). The effect of brand congruence components on brand equity and online purchase intention with the moderation of the meta-social relationship of marketing influencers on Instagram.
Hu, L., Filipescu, D., & Pergelova, A. (2025). SHAPING LUXURY: THE STRATEGIC ROLE OF INFLUENCERS IN INTERNATIONAL FASHION BRANDING IN CHINA. In Global Fashion Management Conference (Vol. 2025). https://doi.org/10.15444/GMC2025.05.01.06
Ilyas, G. B., Amkop, S., Munir, A. R., Hasanuddin, U., Tamsah, H., & Amkop, S. (2021). THE INFLUENCE OF DIGITAL MARKETING AND CUSTOMER PERCEIVED VALUE THROUGH CUSTOMER SATISFACTION ON CUSTOMER. 24, 1–14.
Iriyanto, R. (2024). Influencer sebagai Human Brand: Pengaruh Pemenuhan Kebutuhan Pengikut Instagram Tasya Farasya terhadap Transfer Kelekatan pada Produk KosmetikInfluencer sebagai Human Brand: Pengaruh Pemenuhan Kebutuhan Pengikut Instagram Tasya Farasya terhadap Transfer K.
Jamil, R. A., Qayyum, U., & Ramiz, S. (2024). Impact of social media influencers on consumers ’ well-being and purchase intention : a TikTok perspective. https://doi.org/10.1108/EJMBE-08-2022-0270
Ki, C. C., Cuevas, L. M., Man, S., & Lim, H. (2020). Journal of Retailing and Consumer Services Influencer marketing : Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55(April), 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Kumar, V., & Kaushik, A. K. (2020). Building consumer – brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 4488, 1–21. https://doi.org/10.1080/0965254X.2018.1482945
Lou, C., & Yuan, S. (2019). Influencer Marketing : How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media Influencer Marketing : How Message Value and Credibility Affect Consumer. Journal of Interactive Advertising, 0(0), 1–16. https://doi.org/10.1080/15252019.2018.1533501
Rachman, F. (2025). PERAN SOCIAL MEDIA SPECIALIST DALAM MEMBANGUN BRAND AWARENESS KLINIK PONDOK GIGI.
Rolando, B., Science, B., & Dinamika, U. (2024). THE POWER OF MEME-BASED MARKETING : DRIVING VIRAL. 1(4), 1–26.
Sekaran, U., & Bougie, R. (2020). Research Methods for Business.
Suparto, Y. H. (2024). The Role of Social Media in Increasing Brand Awareness : A Literature Review. 1(3), 126–134.
Sweeney, J. C., & Soutar, G. N. (2021). Consumer perceived value : The development of a multiple item scale. 77, 203–220.
