PERAN PEMASARAN MEDIA SOSIAL DALAM MENCIPTAKAN KEPUTUSAN PEMBELIAN MELALUI KESADARAN MEREK (Studi pada Instagram Clothing Line Bangjo)

Abstract

ABSTRACKThe development and great effects of the internet are beginning to be understood by many people, and competitors have made many innovations and sales through the internet. Therefore social meadia marketing which is part of internet marketing was chosen as the focus of research. This study aims to determine how the influence of social media marketing on purchasing decisions through brand awareness. The independent variable studied was social media marketing (X), purchasing decision (Y) as the dependent variable, while the intervening variable was brand awareness (Z). The research approach used in this study is quantitative with explanatory methods (explanatory research). The object of research is Bangjo, a clothing business that carries out marketing through online media, Instagram. The population in this study is not known for its exact number, so that in the sample calculation a formula with an infinite population is used. The sampling technique used is non-prpbability sampling with purposive sampling technique. With the selected sample criteria are those who use Instagram and have made purchases on Bangjo Clothing line. Data collection techniques are carried out through observation, questionnaires, interviews and documentation. The results of the analysis show the influence of social media marketing which is able to influence the creation of brand awareness by 77.3%, social media marketing towards purchasing decisions 45.7%, brand awareness of purchasing decisions by 41%, social media marketing has impact on purchasing decisions through brand awareness by 31.7%.Keyword : Social media marketing; brand awareness; purchasing decision. ABSTRAKPerkembangan dan efek besar dari internet mulai di pahami banyak orang, dan para pesaing telah banyak melakukan inovasi dan penjualan melalui internet. Oleh karenanya pemasaran media sosial yang merupakan bagian dari pemasaran internet dipilih sebagai fokus penelitian. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh pemasaran media sosial terhadap keputusan pembelian melalui kesadaran merek. Variabel independen yang diteliti adalah pemasaran media sosial (X), keputusan pembelian (Y) sebagai variabel dependen, sedangkan variabel intervening yakni kesadaran merek (Z). Pendekatan penelitian yang digunakan dalam penelitian ini adalah kuantitatif

The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee

“…It has subsequently implications for increasing purchase decision. These results support previous research conducted by Adhawiyah, Anshori, and AS (2019). Social media marketing has an indirect effect on purchase decision through brand awareness.…”

Purchasing Decisions of Coffee in the Pesen Kopi: A Consumer Behavior Approach

“…Armayani and Jatra (2019) explain that a good brand image has a positive influence on purchasing decisions and the higher the brand image created by the company, the level of consumer decision making to buy also increases. Brand image not only has a direct effect on consumer purchasing decisions but can mediate the relationship between social media marketing and purchasing decisions, where social media marketing can have a significant influence on purchasing decisions (Adhawiyah and Anshori, 2019). The use of social media marketing has an impact in shaping the brand image of Pesen Kopi and so that the Pesen Kopi strategy through social media marketing produces a positive influence.…”

The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable

“…Research on digital marketing strategies through social media, viral marketing and its influence on purchasing decisions has been carried out by many previous researchers. Several previous studies have found that promotion via social media has a significant influence on purchasing decisions [18], [22], [1], [6], [7], [2], [9]. Likewise, several previous studies have concluded that viral marketing has a significant impact on procurement decisions [6], [21], [1], [19], [8].…”

“…Several previous studies have found that promotion via social media has a significant influence on purchasing decisions [18], [22], [1], [6], [7], [2], [9]. Likewise, several previous studies have concluded that viral marketing has a significant impact on procurement decisions [6], [21], [1], [19], [8].…”