Pengaruh Social Media Marketing dan Emotional Marketing terhadap Brand Awareness serta Dampaknya pada Purchase Intention (Survei pada Followers Aktif TikTok Somethinc)

Pebrianti, Ni Luh Sanita and Andriani Kusumawati,, S.Sos., M.Si, DBA. (2023) Pengaruh Social Media Marketing dan Emotional Marketing terhadap Brand Awareness serta Dampaknya pada Purchase Intention (Survei pada Followers Aktif TikTok Somethinc). Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini, yaitu untuk: (1) mengetahui dan menjelaskan pengaruh Social Media Marketing terhadap Brand Awareness, (2) mengetahui dan menjelaskan pengaruh Social Media Marketing terhadap Purchase Intention, (3) mengetahui dan menjelaskan pengaruh Emotional Marketing terhadap Brand Awareness, (4) mengetahui dan menjelaskan pengaruh Emotional Marketing terhadap Purchase Intention, dan (5) mengetahui dan menjelaskan pengaruh Brand Awareness terhadap Purchase Intention. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Kriteria populasi dalam penelitian ini adalah responden berusia minimal 17 tahun, mengikuti akun media sosial TikTok Somethinc, aktif berinteraksi dengan akun media sosial TikTok Somethinc dalam enam bulan terakhir, mengetahui produk somethinc dan pernah menggunakan produk Somethinc minimal satu kali. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data menggunakan kuesioner secara online kepada 116 orang responden. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Hasil penelitian ini menunjukkan bahwa variabel Social Media Marketing memiliki pengaruh signifikan terhadap Brand Awareness, variabel Social Media Marketing memiliki pengaruh signifikan terhadap Purchase Intention, variabel Emotional Marketing memiliki pengaruh signifikan terhadap Brand Awareness, variabel Emotional Marketing memiliki pengaruh signifikan terhadap Purchase Intention, dan variabel Brand Awareness memiliki pengaruh signifikan terhadap Purchase Intention. Penelitian ini menunjukkan bahwa semakin tinggi social media marketing yang dilakukan perusahaan dapat memengaruhi Brand Awareness konsumen serta dibuktikan dengan meningkatnya purchase intention produk. Selain itu semakin tinggi penilaian konsumen terhadap emotional marketing, semakin tinggi pula tingkat brand awareness konsumen serta akan meningkatkan purchase intention. Penelitian ini diharapkan dapat menjadi referensi bagi pengembangan penelitian selanjutnya. Berdasarkan hasil penelitian ini menghasilkan beberapa saran yang dapat diterapkan dalam penelitian selanjutnya, antara lain mengedukasi para konsumen dengan memberitahu kandungan dalam produk Somethinc agar mengetahui harga yang ditawarkan sesuai dengan kualitas yang diberikan, tetap konsisten dalam melakukan kegiatan pemasaran, dan mempertahankan mutu produk Somethinc agar memberikan kesan yang lebih baik

English Abstract

The purposes of this study, namely to: (1) to know and explain the effect of Social Media Marketing on Brand Awareness, (2) to know and explain the effect of Social Media Marketing on Purchase Intention, (3) to know and explain the effect of Emotional Marketing on Brand Awareness, (4) to know and explain the effect of Emotional Marketing on Purchase Intention, and (5) to know and explain the effect of Brand Awareness on Purchase Intention. The type of this research is explanatory research with a quantitative approach. The criteria of population in this study are respondents with minimum age of 17 years old, followers of Somethinc’s TikTok social media account, actively interacting with Somethinc’s TikTok social media account in the last six months, know somethinc products and have used Somethinc products at least once. The sampling technique that used was purposive sampling and data collection method using online questionnaires to 116 respondents. The data was analyzed using descriptive statistical analysis and path analysis. The results of this study indicate that the Social Media Marketing variable has a significant effect on Brand Awareness, the Social Media Marketing variable has a significant effect on Purchase Intention, the Emotional Marketing variable has a significant effect on Brand Awareness, the Emotional Marketing variable has a significant effect on Purchase Intention, and the Brand Awareness variable has a significant effect on Purchase Intention. This study shows that the higher the social media marketing carried out by the company can affect consumer Brand Awareness and is evidenced by the increase in product purchase intention. In addition, the higher the consumer's assessment of emotional marketing, the higher the level of consumer brand awareness and will increase purchase intention. This research is expected to be a reference for further research development. Based on the results of this study, it produces several suggestions that can be applied in further research, including educating Somethinc’s consumers about content of the products so that they know the price offered is in accordance with the quality, remaining consistent in carrying out marketing activities, and maintaining the quality of Somethinc products to give a better impression

Item Type:	Thesis (Sarjana)
Identification Number:	0523030805
Uncontrolled Keywords:	Social Media Marketing, Emotional Marketing, Brand Awareness, Purchase Intention
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	22 Jan 2024 07:16
Last Modified:	22 Jan 2024 07:16
URI:	http://repository.ub.ac.id/id/eprint/211867

Text (DALAM MASA EMBARGO) Ni Luh Sanita Pebrianti.pdf Restricted to Registered users only until 31 December 2025. Download (7MB)

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