PERAN SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP BRAND COMMITMENT (Survei Pada Konsumen Banana Kencana Kota Sukabumi)

The research was aimed at analyzing the influence of social media marketing and brand awareness toward brand commitment. The research methods applied were descriptive and associative. The techniques of collecting data applied were observation, interview, questionnaire, documentation and literature review. The techniques of analyzing data used were commenced from preparing data, tabulating data to testing phase by using multiple correlation coefficients, determination coefficient, multiple linear regressions, and hypothesis test simultaneously (test F) and partially (test T). Based on the research, the determination coefficient test observed from the value (R2 ) is amounted to 0.786 which means that the influence of social media marketing and brand awareness is aggregated to 78.6%, while the rest of 21.4% is influenced by other factors out of the research. Furthermore, according to multiple correlation coefficients observed from the value R, the result is amounted to 0.886 showing that there is a very strong relation between the influence of social media marketing (X1) and brand awareness (X2) toward brand commitment (Y). Based on the results of calculation for test F, it shows that F count > F table which namely is 252.922 > 3.06 so that Ho is rejected and Ha is accepted, meaning that altogether social media marketing (X1) and brand awareness (X2) positively and significantly influence brand awareness (Y). Furthermore, the test t shows that social media marketing (X1) influence positively and significant toward brand awareness (Y); brand awareness (X2) influence positively and significantly toward brand commitment (Y)