PENGARUH CUSTOMER ENGAGEMENT DAN VIRAL MARKETING TERHADAP BRAND AWARENESS PADA PRODUK HANDPHONE MERK VIVO (Studi Kasus Pada Konsumen Vivo Bintang Cell Simpang Tabuik Pariaman)

Abstract

The purpose of this study is to examine simultaneously and partially the influence of customer engagement and viral marketing on brand awareness on vivo brand mobile products in the city of Pariaman. Based on the results of this study it is hoped that this research can provide consideration in determining customer engagement and viral marketing policies so that it can increase brand awareness. Based on the results of the study note that the influence of customer engagement on brand awareness t value was calculated at 6.277 with a significance level of 0.000 <0.05, then H1 was accepted, which means customer engagement has a significant effect on brand awareness in vivo smartphone products in the city of Pariaman. The effect of viral marketing on brand awareness is obtained t-value of -0.699 with a significance level of -0.486 <0.05, then H2 is rejected, which means that viral marketing has no significant effect on brand awareness on vivo brand mobile phone products in the city of Pariaman. The influence of customer engagement and viral marketing on brand awareness was obtained with a calculated value of 19,700 with a significance level of 0,000 <0.05, then H3 was accepted, which means that customer engagement and viral marketing had a significant effect on brand awareness on vivo brand mobile products in the city of Pariaman.