Risnanda, Salna (2023) Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk HMNS Perfumery (Survei online pada Follower Aktif Instagram @hmns.id). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: 1) Mengetahui dan menerangkan pengaruh variabel Social Media Marketing (X1) terhadap Keputusan Pembelian (Y). 2) Mengetahui dan menerangkan pengaruh variabel Brand Awareness (X2) terhadap Keputusan pembelian (Y). 3) Mengetahui dan menerangkan pengaruh Social Media Marketing (X1), dan Brand Awareness (X2) terhadap Keputusan Pembelian (Y). Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini ada tiga, yaitu Social Media Marketing (X1), Brand Awareness (X2), dan Keputusan Pembelian (Y). Pengumpulan data pada penelitian ini diperoleh melalui penyebaran kuesioner secara online pada Followers aktif Instagram HMNS Perfumery . Followers aktif pada penelitian ini merupakan Followers nyata dengan menggunakan akun Instagram yang asli milik pribadi. Sampel dalam penelitian ini berjumlah 100 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif statistik dan analisis linier berganda. Pengolahan data dalam penelitian ini menggunakan SPSS 25 for Windows. Hasil analisis regresi linear berganda menunjukan bahwa (1) variabel Social Media Marketing (X1) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (2) variabel Brand Awareness (X2) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), dan (3) variabel Social Media Marketing (X1) dan Brand Awareness (X2) secara simultan (bersama) berpengaruh signifikan terhadap Keputusan Pembelian (Y).
English Abstract
This study aims to: 1) Determine and explain the effect of Social Media Marketing (X1) variables on Purchase Decision (Y). 2) Determine and explain the effect of the Brand Awareness (X2) variable on Purchase Decision (Y). 3) Determine and explain the effect of Social Media Marketing (X1), and Brand Awareness (X2) on Purchase Decisions (Y). This research uses explanatory research with a quantitative approach. There are three variables in this study, namely Social Media Marketing (X1), Brand Awareness (X2), and Purchase Decision (Y). Data collection in this study was obtained through the distribution of online questionnaires on active Instagram followers of HMNS Perfumery. The active followers in this study are real followers using an Instagram account that is originally privately owned. The sample in this study amounted to 100 respondents. The sampling technique used is purposive sampling. The data analysis used is statistical descriptive analysis and multiple linear analysis. Data processing in this study using SPSS 25 for Windows. The results of multiple linear regression analysis shows that (1) the Social Media Marketing (X1) partially has a significant effect on Purchase Decision (Y), the Brand Awareness (X2) partially has a significant effect on the Purchase Decision (Y), and (3) Social Media Marketing (X1) and Brand Awareness (X2), simultaneously have a significant effect on Purchase Decision (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030049 |
| Uncontrolled Keywords: | Social Media Marketing, Brand Awareness, Keputusan Pembelian |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | agung |
| Date Deposited: | 17 Jan 2024 05:40 |
| Last Modified: | 17 Jan 2024 05:40 |
| URI: | http://repository.ub.ac.id/id/eprint/211415 |
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Text (DALAM MASA EMBARGO)
Salna Risnanda.pdf Restricted to Repository staff only until 31 December 2025. Download (4MB) |
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