The impact of event marketing and social media marketing on brand awareness of MSMEs in Ambon City
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Published:
Nov 30, 2025
Keywords:
Ambon City, Brand Awareness, Event marketing, MSMEs, Social media marketing
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Economy
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) are one of the main pillars of regional economies that need to strengthen their competitiveness through effective marketing strategies such as event marketing and social media marketing. This study aims to analyze the effect of these two strategies on brand awareness of MSMEs in Ambon City. The research employed a quantitative method with an associative approach, involving 100 respondents who had attended MSME events or interacted with MSME promotions through social media. Data were collected using questionnaires and analyzed using multiple linear regression with the JASP software. The findings show that event marketing has a positive and significant effect on brand awareness (p < 0.05), as it creates real experiences and emotional connections between consumers and brands. Similarly, social media marketing also has a positive and significant effect on brand awareness (p < 0.05), particularly through consistent promotional activities and creative content on platforms such as Instagram, TikTok, and Facebook. Both strategies complement each other in strengthening consumer recognition and recall of brands. These results highlight the importance of integrating offline and online marketing activities to expand market reach and build a strong brand image for MSMEs in society.
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How to Cite
Saununu, S. J. ., Reken, F. ., Tubalawony, J. . and Tabelessy, W. . (2025) “The impact of event marketing and social media marketing on brand awareness of MSMEs in Ambon City”, Jurnal Mantik, 9(3), pp. 959-967. doi: 10.35335/mantik.v9i3.6771.
References
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Ekaputri, H., Nurfadilah, F., Rafsanzani, F., & Santy, R. D. (2021). The Effect of Creative Content to Increase Brand Awareness: Information Technology-Based Marketing Strategies. International Journal of Research and Applied Technology, 1(2), 410–423. https://doi.org/10.34010/injuratech.v1i2.6771
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France, S. L., Davcik, N. S., & Kazandjian, B. J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192(February), 115273. https://doi.org/10.1016/j.jbusres.2025.115273
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Sandana, C. L., Ira Nuriyati, Ponirin, & Muh. Zeylo A. (2025). Strategy to Increase Brand Awareness of Kacandipa Micro, Small, and Medium Enterprises (MSMEs) Through Marketing Events in Sunju Village, Marawola District. Journal of Humanities, Community Service, and Empowerment, 2(2), 57–64. https://doi.org/10.58857/jhcse.2025.v02.i02.p02
Saununu, S. J., Reken, F., Tubalawony, J., & Tabelessy, W. (2024). Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Minat Berkunjung Wisatawan di Provinsi Maluku. INNOVATIVE: Journal Of Social Science Research, 4(2), 5846–5856. https://j-innovative.org/index.php/Innovative/article/view/10035
Setiawan, B., Cahyani, P. D., Hutami, L. T. H., & Maharani, B. D. (2024). The Influence of Social Media Marketing on Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Economics and Business Solutions Journal, 8(3), 124–135. https://journals.usm.ac.id/index.php/ebsj/article/view/10312
Setiawan R, Wibisono D, & Purwanegara MS. (2022). Defining Event Marketing as Engage-ment-Driven Marketing Communication. Gadjah Mada International Journal of Business, 24(2), 2022. http://journal.ugm.ac.id/gamaijb
Sony, J. H., & Barkah, C. S. (2024). ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERTAHANKAN BRAND AWARENESS PADA DOTATO DONAT KAMPUNG (Studi Kasus pada Instagram Dotato). Jurnal Lentera Bisnis, 13(3), 1513–1525. https://doi.org/10.34127/jrlab.v13i3.1199
Suryana, P. (2022). Event Marketing Strategy in Increasing Brand Awareness. Jurnal Ekonomi Akuntansi Dan Manajemen Indonesia, 1(01), 35–42. https://doi.org/10.58471/jeami.v1i01.529
Tabelessy, W. (2024). Brand Love?: Mediating Effect of the Relationship Between Social Media Marketing , Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City. International Journal of Integrative Research (IJIR), 2(5), 439–452.
Tabelessy, W., Tamher, E. R., & Salamahu, N. F. (2025). Interaction of Taste and Tagline in Increasing Brand Awareness and Purchasing Decision of Le Minerale in Ambon City. International Journal of Management and Business Intelligence (IJBMI), 3(1), 47–62.
Tubalawony, J., Saununu, S. J., Reken, F., & Tabelessy, W. (2025). FoMO, Pemasaran Media Sosial, dan Keputusan Pembelian: Analisis Konsumen F&B di Kota Ambon. INNOVATIVE: Journal Of Social Science, 5(3), 2917–2928.
Ahmed, S. K. (2024). How to choose a sampling technique and determine sample size for research: A simplified guide for researchers. Oral Oncology Reports, 12(September), 100662. https://doi.org/10.1016/j.oor.2024.100662
Brydges, C. R. (2019). Effect Size Guidelines, Sample Size Calculations, and Statistical Power in Gerontology. Innovation in Aging, 3(4), 1–8. https://doi.org/10.1093/geroni/igz036
Dharma, O. (2025). Pengaruh Event Marketing Dan Promosi Sosial Media Terhadap Keputusan Pembelian Gim “The Sunshines Over Us” Di Indonesia. Semininar Nasional Hasil Penelitian Dan Pengabdian Masyarakat, 586.
Ekaputri, H., Nurfadilah, F., Rafsanzani, F., & Santy, R. D. (2021). The Effect of Creative Content to Increase Brand Awareness: Information Technology-Based Marketing Strategies. International Journal of Research and Applied Technology, 1(2), 410–423. https://doi.org/10.34010/injuratech.v1i2.6771
Fariandi, R., & Ariani, D. W. (2022). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty for the Netflix Brand. Journal of Management Science (JMAS), 5(1), 359–365.
France, S. L., Davcik, N. S., & Kazandjian, B. J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192(February), 115273. https://doi.org/10.1016/j.jbusres.2025.115273
Gupta, S. (2003). Event Marketing?: Issues and. IIMB Management Review, June, 87–97.
Karina, M., Hernaningsih, F., & Rivanto, R. (2022). Strategi Pemasaran Dengan Pemanfaatan Fenomena Viral Dan Komunikasi Electronic Word of Mouth Melalui Sosial Media Di Indonesia. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 924–942. https://doi.org/10.31955/mea.v6i3.2506
Koyande, T. (2024). Assumption checking of a Multiple Linear Regression Model. International Journal for Research Trends and Innovation, 9(7), 322–325. www.ijrti.org
Laili, F., Cahyati, I., & Mardikaningsih, R. (2021). Event Organization and Sponsorship in Increasing Brand Awareness. In Journal of Social Science Studies (Vol. 1, Issue 1).
Larsson, F., Engström, Å., Strömbäck, U., & Gustafsson, S. (2021). Development and psychometric evaluation of the Feeling Safe During Surgery Scale. Nursing Open, 8(5), 2452–2460. https://doi.org/10.1002/nop2.1003
Martensen, A., Bendtsen, L., Grønholdt, L., & Juul Jensen, M. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47(3), 283–301.
Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/jasem.4(2)01
Mokhtaryan-Gilani, T., Ozgoli, G., Kariman, N., Sharif Nia, H., Ahmadi Doulabi, M., & Nasiri, M. (2021). Psychometric properties of the Persian translation of maternal postpartum quality of life questionnaire (MAPP-QOL). Health and Quality of Life Outcomes, 19(1), 1–9. https://doi.org/10.1186/s12955-021-01781-1
Nanere, M., Tabelessy, W., Leuhery, F., & Tubalawony, J. (2025). Global Trends in SPSS Training for Students?: A Step Towards Improved Research Competence. Asian Journal of Community Services (AJCS), 4(1), 73–80.
Nerissa, S., & Juwito. (2021). MARKETING STRATEGY IN BUILDING BRAND AWARENESS (Qualitative Study On Instagram Account @localprideindonesian). JOSAR (Journal of Students Academic Research), 6(2), 187–198. https://doi.org/10.35457/josar.v6i2.1972
Nuraeni, L., & Hadita. (2022). The Effect Of Event Marketing On Purchase Decisions Through Purchase Interest In Tokopedia Marketplace (Case Study On Tokopedia Event Photocard Program). Dinasti International Journal of Economics, Finance & Accounting, 3(4), 360–369. https://doi.org/10.38035/dijefa.v3i4.1397
Rita, R., & Nabilla, S. F. (2022). Pengaruh Social Media Advertising dan Event Marketing terhadap Brand Awareness dan Dampaknya pada Purchase Intention Produk Tenue de Attire. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 426–437. https://doi.org/10.36778/jesya.v5i1.606
Sandana, C. L., Ira Nuriyati, Ponirin, & Muh. Zeylo A. (2025). Strategy to Increase Brand Awareness of Kacandipa Micro, Small, and Medium Enterprises (MSMEs) Through Marketing Events in Sunju Village, Marawola District. Journal of Humanities, Community Service, and Empowerment, 2(2), 57–64. https://doi.org/10.58857/jhcse.2025.v02.i02.p02
Saununu, S. J., Reken, F., Tubalawony, J., & Tabelessy, W. (2024). Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Minat Berkunjung Wisatawan di Provinsi Maluku. INNOVATIVE: Journal Of Social Science Research, 4(2), 5846–5856. https://j-innovative.org/index.php/Innovative/article/view/10035
Setiawan, B., Cahyani, P. D., Hutami, L. T. H., & Maharani, B. D. (2024). The Influence of Social Media Marketing on Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Economics and Business Solutions Journal, 8(3), 124–135. https://journals.usm.ac.id/index.php/ebsj/article/view/10312
Setiawan R, Wibisono D, & Purwanegara MS. (2022). Defining Event Marketing as Engage-ment-Driven Marketing Communication. Gadjah Mada International Journal of Business, 24(2), 2022. http://journal.ugm.ac.id/gamaijb
Sony, J. H., & Barkah, C. S. (2024). ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERTAHANKAN BRAND AWARENESS PADA DOTATO DONAT KAMPUNG (Studi Kasus pada Instagram Dotato). Jurnal Lentera Bisnis, 13(3), 1513–1525. https://doi.org/10.34127/jrlab.v13i3.1199
Suryana, P. (2022). Event Marketing Strategy in Increasing Brand Awareness. Jurnal Ekonomi Akuntansi Dan Manajemen Indonesia, 1(01), 35–42. https://doi.org/10.58471/jeami.v1i01.529
Tabelessy, W. (2024). Brand Love?: Mediating Effect of the Relationship Between Social Media Marketing , Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City. International Journal of Integrative Research (IJIR), 2(5), 439–452.
Tabelessy, W., Tamher, E. R., & Salamahu, N. F. (2025). Interaction of Taste and Tagline in Increasing Brand Awareness and Purchasing Decision of Le Minerale in Ambon City. International Journal of Management and Business Intelligence (IJBMI), 3(1), 47–62.
Tubalawony, J., Saununu, S. J., Reken, F., & Tabelessy, W. (2025). FoMO, Pemasaran Media Sosial, dan Keputusan Pembelian: Analisis Konsumen F&B di Kota Ambon. INNOVATIVE: Journal Of Social Science, 5(3), 2917–2928.
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