OPEN INNOVATION: Overcome Challenges And Increase The Profitability Of Smes In The Era Of Globalization
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Date
2021
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Widyatama University - WIBEST
Abstract
The development of the digital world today has given different nuances in various aspects, especially in
business. Companies are competing to compete in order to increase their sales. Currently, social media has
become a tool in conducting promotions, making it easier for companies to carry out their activities. This
study aims to examine the effect of social media marketing activities and Brand Awareness on Brand loyalty
on Samsung Smartphone products. The research population consists of consumers who actively follow five
brands with the highest social scores according to social media brand performance data. In this study,
quantitative methods were used and research data were obtained through online questionnaires distributed
on social media as many as 200 respondents. Based on the results of testing the coefficient of determination
for the Social media marketing variable, it was obtained at 42.38% while the coefficient of determination for
the Brand Awareness variable was 66.58%. This shows that the two variables have a strong relationship,
especially in the variable Brand awareness of Brand Loyalty. The limitation of this study is that the
respondents are limited to only in the city of Bandung. This study also provides several recommendations,
namely; (1) companies must be selective in choosing which social media is right for the intended target. (2)
the company must provide continuous information about the product so that consumers do not seek
information from other e-commerce via social media.