PENERAPAN SOCIAL MEDIA MARKETING BERBASIS TRENDJACKING UNTUK MENINGKATKAN BRAND AWARENESS PERUMNAS PULOGEBANG

Abstract

Penelitian ini menganalisis efektivitas penerapan social media marketing berbasis trendjacking dalam meningkatkan brand awareness Perumnas Pulogebang di tengah lanskap digital yang kompetitif. Transformasi digital menuntut industri properti untuk mengadopsi strategi pemasaran inovatif guna mempertahankan relevansi dan daya saing. Pendekatan kuantitatif melalui metode survei asosiatif kausal digunakan. Studi ini melibatkan 100 responden, pengikut aktif akun Instagram @PerumnasPulogebang. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda, uji validitas, reliabilitas, serta uji asumsi klasik. Hasil penelitian menunjukkan bahwa social media marketing berbasis trendjacking secara positif dan signifikan memengaruhi peningkatan brand awareness Perumnas Pulogebang, menjelaskan 61,6% variasi kesadaran merek dengan hubungan yang kuat (R=0,785). Faktor kunci paling dominan yang berkontribusi pada peningkatan brand awareness adalah Electronic Word of Mouth (eWOM) dan Customization, diikuti oleh Trendliness dan Entertainment. Dimensi Interaction tidak menunjukkan pengaruh yang signifikan secara statistik (p-value = 0,252). Strategi ini secara keseluruhan terbukti efektif. Studi ini merekomendasikan Perumnas Pulogebang untuk mengoptimalkan eWOM, personalisasi konten, dan responsivitas terhadap tren viral guna memperkuat posisi merek di pasar properti.

This study analyzes the effectiveness of implementing social media marketing based on trendjacking in enhancing brand awareness for Perumnas Pulogebang amidst a competitive digital landscape. Digital transformation necessitates the property industry to adopt innovative marketing strategies to maintain relevance and competitiveness. Employing a quantitative approach through a causal-associative survey method, this research involved 100 active Instagram followers of @PerumnasPulogebang. Data were collected via questionnaires and analyzed using multiple linear regression, validity and reliability tests, and classical assumption tests. The findings indicate that social media marketing based on trendjacking positively and significantly influences the increase in Perumnas Pulogebang's brand awareness, explaining 61.6% of the brand awareness variation with a strong correlation (R=0.785). The most dominant key factors contributing to increased brand awareness were Electronic Word of Mouth (eWOM) and Customization, followed by Trendliness and Entertainment. Although the interaction dimension did not show statistically significant influence (p-value = 0.252), the overall strategy proved effective. This study recommends Perumnas Pulogebang optimize eWOM, content personalization, and responsiveness to viral trends to strengthen its brand position in the property market.