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

The 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 media 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-probability 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.

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Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang

JURNAL ADMINISTRASI BISNIS ◽

10.14710/jab.v7i1.22571 ◽

2018 ◽

Vol 7 (1) ◽

pp. 25

Author(s):

Meatry Kurniasari ◽

Agung Budiatmo

Keyword(s):

Social Media ◽

Regression Analysis ◽

Sampling Method ◽

Sampling Technique ◽

Social Media Marketing ◽

Brand Awareness ◽

Purchasing Decisions ◽

Purchasing Decision ◽

Marketing Influence ◽

Two Stages

The purpose of this study is to determine the influence of social media marketing and brand awarenessof purchasing decisions through buying interest as an intervening variable J.CO Donuts & Coffee in Semarang City. This type of research is explanatory research. Sampling technique using non probability sampling technique with purposive sampling and Accidental sampling method. The number of samples taken as many as 100 respondents with a ratio of 40:60 in both branches J.CO Donuts & Coffee Semarang. In this study assisted by SPSS 16.0 system. The results showed that social media marketing influence on buying interest by contributing 15.6% while the rest influenced by factors other than social media marketing. Brand Awareness influences buying interest by contributing 31.3% while the rest is influenced by factors other than brand awareness. Meanwhile, buying interest influences the purchasing decision by contributing 23.3% while the rest is influenced by factors other than buying interest. Based on result of regression analysis of two stages known that variable of buying interest can be intervening variable from social media marketing and brand awareness to purchasing decision. It means that the better social media marketing and brand awareness, the higher the buying interest and the better the buying interest, the higher the purchasing decision of J.CO Donuts & Coffee in Semarang City.

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The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo)

KnE Social Sciences ◽

10.18502/kss.v5i5.8835 ◽

2021 ◽

Author(s):

Melisa Christina Nugroho ◽

Christian Herdinata

Keyword(s):

Social Media ◽

Likert Scale ◽

Marketing Strategies ◽

Social Media Marketing ◽

Brand Awareness ◽

Purchasing Decisions ◽

Purchasing Decision ◽

Beverage Industry ◽

Food And Beverage Industry ◽

Food And Beverage

As the food and beverage industry is growing rapidly, entrepreneurs are using this opportunity to engage in this area of business. Data show that social media is a very useful tool to advertise products or services to attract more customers, and with more and more people using social media, businesses have made social media one of their main marketing strategies. This research aimed to explore the effect of Instagram social media marketing on decisions to purchase Hive & Honey Solo products through brand awareness as a mediating variable. The study had a total of 92 respondents who had purchased Hive & Honey Solo products more than once. Data were collected using a questionnaire with 13 indicators that used the Likert scale, and data were processed using PLS-SEM. Social media marketing significantly positively influenced decisions to purchase Hive & Honey Solo products through brand awareness. Keywords: social media marketing, brand awareness, purchasing decision

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PERAN ATRIBUT PRODUK DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN WARDAH DI PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v6i1.174 ◽

2020 ◽

Vol 6 (1) ◽

pp. 79-87

Author(s):

Hasmawati Hasmawati ◽

Zakiyah Zahara

Keyword(s):

Social Media ◽

Sampling Technique ◽

Purchase Decision ◽

Purchasing Decisions ◽

Product Attribute ◽

Purchasing Decision ◽

Purposive Sampling ◽

Test Product ◽

Independent Variable ◽

Collection Methods

The research Sims to determine the rope of Product Attributes and Social media on Purchasing Decisions to buy Wardah Brand Cosmetics In Palu City. This type of research ia casual serearch. The independent variable ia the Product attribute (X1) and Social media (X2), while the dependent variable ia the purchase decision (Y). The collection methods used were questionnaire, literatur study, and interview. The sampling technique used purposive sampling with a sample size of 120 respondents. The data analisys method used multiple linear regression, F test and t test. Product attribute and social media simultaneously have significant effect towards purchasing decisions of Wardah’s Customers in Palu, Product attribute partially has significant effect towards purchasing decision, as well as social media partially has significant effect towards purchasing decision of Wardah’s Customers in Palu. Penelitian ini bertujuan untuk mengetahui peran atribut produk dan media sosial terhadap keputusan pembelian kosmetik merek Wardah di Kota Palu. Jenis penelitian ini merupakan penelitian kausal. Variabel independen adalah atribut produk (X1) dan media sosial (X2), sedangkan variabel dependen adalah keputusan pembelian (Y). Metode pengumpulan yang digunakan adalah kuesioner, studi kepustakaan, dan wawancara. Teknik penarikan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 120 responden. Metode analisis data menggunakan regresi linear berganda, uji F dan uji t. Variabel atribut produk, media sosial secara simultan bepengaruh signifikan terhadap keputusan pembelian Wardah di Kota Palu, variabel atribut produk secara parsial berpengaruh terhadap keputusan pembelian Wardah di Kota Palu, dan variabel sosial media secara parsial berpengaruh terhadap keputusan pembelian Wardah di Kota Palu.

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EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

10.51739/122113816.v1i2.982275070 ◽

2020 ◽

Vol 1 (2) ◽

pp. 1-13

Keyword(s):

Social Media ◽

Significant Relationship ◽

Social Media Marketing ◽

Brand Awareness ◽

Survey Method ◽

Business Growth ◽

Media Usage ◽

Independent Variable ◽

Management Staff ◽

Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

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THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

AFEBI Management and Business Review ◽

10.47312/ambr.v5i1.303 ◽

2020 ◽

Vol 5 (1) ◽

pp. 54

Author(s):

Muhammad Nurfauzi Awaludin ◽

Sigit Sukmono

Keyword(s):

Social Media ◽

Viral Marketing ◽

Social Media Marketing ◽

Brand Awareness ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Online Questionnaire ◽

Convenience Sampling ◽

Spss Software ◽

Intervening Variables

The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.

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PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

Journal of Management : Small and Medium Enterprises (SMEs) ◽

10.35508/jom.v14i1.3857 ◽

2021 ◽

Vol 14 (1) ◽

pp. 63-76

Author(s):

Antonio E.L. Nyoko ◽

Anthonia Debora Dila Semuel

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Test Reliability ◽

Coefficient Of Determination ◽

The Internet ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Purchasing Decision ◽

Questionnaire Method ◽

Word Of Mouth Communication

The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers. Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion

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Analisis Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Pada Produk Clothing Linkswear

Jurnal Manajemen ◽

10.32832/jm-uika.v12i3.4877 ◽

2021 ◽

Vol 12 (3) ◽

pp. 397

Author(s):

Kania Siti Sarah ◽

Ratih Hurriyati ◽

Heny Hendrayati

Keyword(s):

Social Media ◽

Research Method ◽

Quantitative Method ◽

Sampling Method ◽

Sampling Technique ◽

Social Media Marketing ◽

Purchase Decision ◽

Purchasing Decisions ◽

Simple Regression ◽

Test For Normality

<div><div>This study aims to analyze the effect of social media marketing through instagram on purchasing decisions on clothing linkswear products. The result of the study found that all research, namely social media marketing through instagram and purchase decision, were declared valid and reliable. To test for normality that the value of all variables is declared to be normally distributes. The research method used is a quantitative method with explanatory research techniques using a questionnaire. The sampling technique used is purposive sampling method. The sample used is 100 consumers of clothing linkswear products. The data collected was then analyzed using a simple regression technique with SPSS version 25. The results showed that social media marketing through instagram had a positive and significant effect on purchasing decisions. This finding implies that to improve online purchasing decisions, companies need to pay more attention to instagram account quality indicators so that consumers can be more interested in seeing instagram social media accounts which ultimately increase good sales for the company.</div> </div>

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The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel

IJEBD (International Journal Of Entrepreneurship And Business Development) ◽

10.29138/ijebd.v2i2.770 ◽

2019 ◽

Vol 2 (2) ◽

pp. 218-226

Author(s):

Novita Alfian ◽

Sengguruh Nilowardono

Keyword(s):

Social Media ◽

Linear Regression ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Travel Agents ◽

Regression Tests

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.

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Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products

Turkish Journal of Computer and Mathematics Education (TURCOMAT) ◽

10.17762/turcomat.v12i3.1648 ◽

2021 ◽

Vol 12 (3) ◽

pp. 3672-3678

Author(s):

Heri Erlangga Et.al

Keyword(s):

Social Media ◽

Purchase Intention ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Total Sample ◽

Positive Influence ◽

Digital Marketing ◽

Social Media Marketing ◽

Purchasing Decisions ◽

Marketing Variables

Marketing is an important part of the management of a company in order to achieve success in achieving company goals. This study aims to determine the influence of social media-based digital marketing on purchasing decisions for SMEs products. The study was conducted in Banten Province by taking a total sample of 210 respondents with a sample of using random sampling technique. Data collection through observation and questionnaires. The data analysis technique was performed using simple linear regression analysis with SPSS software. Based on the results of the research and discussion above, it can be concluded that social media marketing has a significant influence on purchasing decisions on SMEs products. Overall there is a positive influence between social media marketing variables and SMEs product purchasing decisions.

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IMPLEMENTASI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JD.id Jakarta

Jurnal Manajemen Bisnis Krisnadwipayana ◽

10.35137/jmbk.v7i3.349 ◽

2019 ◽

Vol 7 (3) ◽

Author(s):

Glen Irwinto Laluyan ◽

Imam Wibowo ◽

Amanda Setiorini

Keyword(s):

Social Media ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Digital Marketing ◽

Social Media Marketing ◽

Purchasing Decisions ◽

Email Marketing ◽

Active User ◽

The Face

This research is about Implementation of Digital Marketing on Consumers Purchasing Decisions. This research aims to analize the implementation of the Social Media Marketing, Pay Per Click and Email Marketing to the Purchasing Decisions of Jakarta JD.id Consumers. In this research the sample took 100 respondent using purposive sampling technique, which respondent is an active user of the face book forum and has shopped on the JD.id site. The data that has been obtained tested using multiple linear regression analysis technique. The result that shown from this research are Social Media Marketing, Pay Per Click and Email Marketing simultaneous and partial gave positive and significant effect to Consumers Purchasing Decisions.

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