PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS SERTA DAMPAKNYA PADA PURCHASE DECISION (Survei Online pada Followers Aktif Instagram dan Facebook Vauza Tamma Hijab)

Authors

  • Lissa Suciati Maulani
  • Brillyanes Sanawiri

Abstract

The research intends to:1) Know and test the influence of Social Media Marketing variables on Purchase Decision. 2) Knowing and testing the influence of Social Media Marketing variables through Brand Awareness on Purchase Decision. This study uses explanatory research with a quantitative approach. There are three variables in this study, namely Social Media Marketing, Brand Awareness, and Purchase Decision. Data collection in this study was obtained through online questionnaire dissemination on Instagram active followers and Facebook Vauza Tamma Hijab. The sample in this study amounted to 116 respondents. The sampling technique used was purposive sampling. Analysis of the data used is descriptive statistical analysis and path analysis (path). The results of this study indicate that the Social Media Marketing variable has a significant effect on Purchase Decision and Social Media Marketing variables have a significant effect on Purchase Decision through Brand Awareness. Based on the results of the study, we recommend that Vauza Tamma Hijab be able to maintain and improve services to Social Media Marketing, because the Social Media Marketing variable has a significant influence on Brand Awareness and Purchase Decision.

Kеywords:Social Media Marketing, Brand Awareness, Purchase Decision

ÐBSTRÐK

Penelitian ini bertujuan untuk: 1) Mengetahui dan menguji pengaruh variabel Social Media Marketing terhadap Purchase Decision. 2) Mengetahui dan menguji pengaruh variabel Social Media Marketing melalui Brand Awareness terhadap Purchase Decision. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini ada tiga, yaitu Social Media Marketing, Brand Awareness, dan Purchase Decision. Pengumpulan data pada penelitian ini diperoleh melalui penyebaran kuesioner secara online pada Followers aktif  Instagram dan Facebook Vauza Tamma Hijab. Sampel dalam penelitian ini berjumlah 116 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif statistik dan analisis jalur (path).Hasil penelitian ini menunjukkan bahwa variabel Social Media Marketing berpengaruh signifikan terhadap Purchase Decision dan variabel Social Media Marketing berpengaruh signifikan terhadap Purchase Decision melalui Brand Awareness. Berdasarkan hasil penelitian, sebaiknya Vauza Tamma Hijab dapat mempertahankan serta meningkatkan pelayanan terhadap Social Media Marketing, karena variabel Social Media Marketing mempunyai pengaruh yang signifikan terhadap Brand Awareness dan Purchase Decision.

Kаtа Kunci:Social Media Marketing, Brand Awareness, Purchase Decision

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Published

2019-07-26

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Articles