Pengaruh Digital Marketing dan Engagement Media Sosial terhadap Brand Awareness pada Platform Instagram Kavida Cybersecurity

Abstract

This study aims to analyze the influence of digital marketing and social media engagement on brand awareness through the Instagram platform of KAVIDA Cybersecurity. The rapid development of digital media has encouraged companies to utilize social media as a promotional tool to enhance brand awareness among the public. This research employed a quantitative statistical method. The data were collected through questionnaires distributed to 55 respondents who were followers of the KAVIDA Cybersecurity Instagram account. The study applied a non probability sampling technique using the purposive sampling method. Data analysis was conducted using SPSS version 25, including validity testing, reliability testing, classical assumption testing, hypothesis testing, and multiple linear regression analysis. The findings indicate that digital marketing has a positive and significant effect on brand awareness. Social media engagement also has a positive and significant effect on brand awareness. Furthermore, digital marketing and social media engagement simultaneously have a significant effect on brand awareness.