Pengaruh Social Media Marketing dan Brand Awareness Terhadap Minat Beli Konsumen pada D’nora Jewelry
), Iskandar Ali Alam(2),
(1) Universitas Bandar Lampung
(2) Universitas Bandar Lampung
Corresponding Author
Abstract
Perkembangan teknologi yang semakin pesat mendorong peralihan bisnis toko offline ke platform media sosial. penggunaan skala massal teknologi sosial menghubungkan orang dengan berbagai informasi secara online, yang memungkinkan mendapatkan informasi lebih cepat dan membuat proses bisnis lebih mudah. Penelitian ini dilakukan dengan tujuan menguji pengaruh secara parsial minat beli dipengaruhi Social Media Marketing dan Brand Awareness. Menggunakan metode kuantitatif dan dikumpulkan melalui penyebaran kuesioner pada 320 orang konsumen yang berbelanja di platform online D’Nora Jewelry. Kemudian sampel dengan tingkat kesalahan 10% ditetapkan dengan rumus Slovin, yang menghasilkan 76 responden. Temuan penelitian mengindikasikan jika Social Media Marketing memiliki pengaruh positif yang signifikan terhadap Minat Beli, sementara Brand Awareness tidak memiliki pengaruh positif terhadap Minat Beli.
Keywords
References
Aaker, D. A. (1996). Building strong brands - aaker,da. Building Strong Brands.
Auditya, H. (2015). Analisis Pengaruh Kesadaran Merek (Brand Awareness) Pada Produk Asuransi Jiwa Prudential Life Assurance (Studi Pada Pru Passion Agency Jakarta). Jurnal Riset Bisnis Dan Manajemen.
Avif Annibras, A. (2023). Analisis Pengaruh Cita Rasa, Variasi Produk, Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Di Mie Gacoan Cabang Kartasura. 77–81.
Balaka, M. Y. (2022). Metode penelitian Kuantitatif. Metodologi Penelitian Pendidikan Kualitatif, 1, 130.
Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2014.07.016
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research. https://doi.org/10.2307/3172866
Durianto, D. (2015). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. In PT. Gramedia Pustaka Utama.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review. https://doi.org/10.1362/146934715x14441363377999
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2019.1705742
Indika, D. R., & Jovita, C. (2017). MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN. Jurnal Bisnis Terapan. https://doi.org/10.24123/jbt.v1i01.296
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-10-2015-0154
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2015.07.002
Khan, M. M., & Fasih, M. (2014). Impact of Service Quality on Customer Satisfaction and Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce and Social Sciences.
Kotler, P. (2012). Kotler P. Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Educ Int. 2012. Pearson Education International.
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of Marketing Eighth Europe Edition. In Pearson education ltd (Issue 8th edition).
Kurniawati, D. (2013). Strategi pemasaran melalui media sosial dan minat beli mahasiswa. Jurnal Simbolika.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons. https://doi.org/10.1016/j.bushor.2009.03.002
Nofal, R., Calicioglu, C., & Aljuhmani, H. Y. (2020). The impact of social networking sites advertisement on consumer purchasing decision: The mediating role of brand awareness. International Journal of Data and Network Science. https://doi.org/10.5267/j.ijdns.2020.2.003
Sekaran., U & Bougie, R. (2013). Research methods for business. United Kingdom: Jhon Wiley & Sons Ltd. Research Methods for Business. United Kingdom: Jhon Wiley & Sons Ltd.
Suciningtyas, W. (2012). Pengaruh Brand Awareness, brand image, dan media communication terhadap keputusan pembelian. Management Analysis Journal, 1(1).
Sutantio, M. (2004). Studi Mengenai pengembangan Minat Beli Merek Ekstensi. Jurnal Sains Pemasaran Indonesia.
Tuten, T., & Solomon, M. R. (2017). Social Media Marketing - Tracy L. Tuten, Michael R. Solomon. In 2017.
Wardhana, A. (2022). Brand Image Dan Brand Awareness. Brand Marketing: The Art of Branding.
Article Metrics
Abstract View
: 83 times
Download : 28 times
DOI: 10.57235/mantap.v3i1.5406
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Bryan Felix, Iskandar Ali Alam
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
