PENGARUH MEDIA SOSIAL DAN KUALITAS PRODUK TERHADAP BRAND AWARENESS PADA PRODUK IPHONE DIKALANGAN GENERASI MILENIAL KOTA PALU

Abstract

This study aims to analyze the effect of social media and product quality on iPhone brand awareness among millennials in Palu City. This research uses a quantitative method with a descriptive causal approach. The sample consisted of 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with SPSS.  The results show that social media and product quality have a positive and significant effect on brand awareness both simultaneously and partially. Product quality is the most dominant factor influencing iPhone brand awareness. This indicates that brand awareness is driven not only by social media activities but also by product quality itself.

Keywords: Social Media, Product Quality, Brand Awareness, Gen Millennial