BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN
| Main Authors: | Upadana, Made wahyu Krisna, Pramudana, Komang Agus Satria |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/57389 https://ojs.unud.ac.id/index.php/Manajemen/article/view/57389/34537 |
Daftar Isi:
- Starbucks Coffee dalam menghadapi persaingan harus mampu berkembang dan berinovasi menentukan strategi yang efektif. Salah satunya dengan menggunakan social media marketing yang menarik guna menumbuhkan brand awareness di benak konsumen, sehingga menimbulkan keputusan pembelian pada konsumen. Tujuan penelitian untuk mengetahui peran brand awareness memediasi pengaruh social media marketing terhadap keputusan pembelian. Penelitian ini dilakukan di Kota Denpasar dengan 110 responden melalui metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dianalisis dengan path analysis. Berdasarkan hasil analisis, social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini menunjukkan bahwa semakin baik penggunaan social media marketing yang dilakukan maka semakin meningkat pula keputusan pembelian dari konsumen. Brand awareness memediasi secara positif dan signifikan hubungan social media marketing terhadap keputusan pembelian. Brand awareness mampu memediasi hubungan social media marketing terhadap keputusan pembelian Kata kunci: social media marketing, brand awareness, keputusan pembelian.
- In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions