Pengaruh social media marketing pada kesadaran merek produk AMD dengan mediasi brand engagement

Kusnadi, Darren (2023) Pengaruh social media marketing pada kesadaran merek produk AMD dengan mediasi brand engagement. Masters thesis, Universitas Tarumanagara.

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Abstract

AMD continues to develop in making the latest technology, seen in 2022 AMD launched several new products to meet the needs of the community such as computer processors called Ryzen™ and graphics cards called Radeon™ RX. AMD Indonesia has a social media account as a marketing or promotional tool. AMD Indonesia seeks to introduce its products to the wider community of course by communicating through social media to target consumers. . Social Media Marketing in AMD Indonesia products if analyzed briefly conceptualizes there are five elements, namely Entertainment, Interaction, Trendiness, Customization, and E-WOM. This research is very suitable for using quantitative techniques because the data obtained from quantitative techniques is very
targeted for research on the effect of social media marketing on brand awareness of AMD products with mediation of consumer brand engagement with 200 respondents. The results of the three hypotheses that researchers conducted, showed that it was positive and significant. With this it can be concluded that the consumer brand engagement formed can increase brand awareness of AMD Indonesia social media products, besides that with strong consumer brand engagement, AMD Indonesia will also be able to face increasingly fierce business competition

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Hetty Karunia Tunjungsari, S.E., M.Si
Uncontrolled Keywords:	Keyword: Social media marketing, AMD Indonesia, Entertainment, Interaction, Trendiness, Customization, and E-WOM
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	12 Jun 2026 06:00
Last Modified:	12 Jun 2026 06:00
URI:	https://repository.untar.ac.id/id/eprint/49928

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