Influence of Social Media on Brand Awareness E-Commerce Shopee
Fitriatu Lamah (a*), Ratih Hurriyati (b), Hilda Monoarfa (b)

Department of Management
Management Postgraduate Program
Postgraduate School of Universitas Pendidikan Indonesia
Bandung, Indonesia
*fitriatulamah[at]upi.edu

Abstract

The transformation from traditional shopping to online shopping has led to more e-commerce. E-commerce entrepreneurs are challenged to maintain their brand. Brand awareness is a way for consumers remember our company^s brand among the many brands that consumers know. In Indonesia, social media users account for 61.8% of the total population. Shopee is the e-commerce with most visitors, shopee builds a brand using social media. This study aims to determine the influence of social media on the brand awareness e-commerce shopee . The population used is consumers, followers, and / or people who actively comment on shopee^s social media. The research instrument was a questionnaire distributed to 91 samples which were determined using non-probability sampling with a convenience sampling approach. The results of hypothesis testing known that social media has a positive effect on brand awareness e-commerce shopee. The author found, through social media, consumers can get information that increases consumer brand awareness of shopees, although shopee is not the only e-commerce that consumers choose when they need a product.

Keywords: e-commerce, brand awareness- social media- shopee

Topic: Marketing Management