Brand awareness of Peladang products in the context of social media : a case study of Pertubuhan Peladang Kawasan Batu Anam / Fatin Nur Sahirah Otahman

The aim of this study is to evaluate the brand awareness of Peladang product in the context of social media, Data for this study was obtained from 45 respondents of the social media users in Batu Anam. Standard multiple regression and Pearson correlation were used to test the hypotheses developed and research question. The results indicated that customer engagement has the strong relationship with brand awareness of Peladang products in the context of social media. It is shown by the result taken after the researcher run the SPSS system to know the findings. By having a better understanding of the brand awareness of Peladang products in context or social media, brands will gain the positive impacts from social media in order to create and enhance brand awareness. ln doing so, the benefits will be mostly increased by using social media site to tie customers more closely Peladang brand. The originality of this project paper are the areas of the study are different from the other researcher project paper which is the researcher use the frozen food industry as the study area.