Abstract

Based on information from the Ministry of Cooperatives and Small and Medium Enterprises that SMEs are the main players in the trade sector in Indonesia. However, there is a fact that digital transformation has not been carried out, this makes it difficult for these products to be developed in other areas and causes the income of SMEs to fluctuate because they are still using conventional methods. Therefore, the purpose of this study was to determine the factors that influence brand awareness on the adoption of social media marketing using Facebook as a communication medium for MSME products in Cimanggung Village because it is important for MSME sellers to know customer perceptions of MSME products. The method used in this study uses quantitative methods with non-probability sampling type purposive sampling and data analysis using multiple linear regression. Questionnaires were distributed to 385 Facebook users who live in Rancaekek – Cicalengka and follow MSME Facebook accounts in Cimanggung Village. After being analyzed, the factors that influence and significantly influence brand awareness on the adoption of social media marketing using Facebook as a communication medium for MSME products are Entertainment, Interaction, Informativeness, Advertisement, and E-Word of Mouth. These factors were tested using the Classical Assumption Test, Linearity Test, Multiple Regression Test, Partial and Simultaneous Test and The Coefficient of Determination test. The overall test shows that the five factors have a positive and significant effect on brand awareness of 69.8%.