Analysis of the Effect of Social Media on Formation of Brand Awareness and Brand Image for Customers CitraLand Surabaya

Abstract

This study aims to determine the influence of social media on Brand Awareness and Brand
Image of CitraLand Surabaya real estate, so as to increase sales of CitraLand Surabaya products and the
number of potential customers. The variables studied were the social media variable (X) as the independent
variable, the Brand Awareness variable (Y1) as the intervening variable, and the Brand Image variable
(Y2) as the dependent variable. The analysis method used is descriptive statistical analysis and path
analysis. The population of this research is the residents of CitraLand Surabaya real estate. The survey was
conducted on 102 respondents. Path analysis result showed that social media had a positive and significant
effect, and had a greater influence on Brand Image directly than indirectly or through Brand Awareness as
an intervening variable. The study results showed that social media has a positive and significant impact on
Brand Awareness and Brand Image, while Brand Awareness also has a positive and significant impact on
Brand Image.