creators_name: MOHAMAD , FARHAN RAMADHAN
creators_id: 2016051045
type: other
datestamp: 2025-02-12 07:30:02
lastmod: 2025-02-12 07:30:02
metadata_visibility: show
title: PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM DAN BRAND
AWARENESS TERHADAP MINAT BELI KONSUMEN

MAMIKEKI LAMPUNG
ispublished: pub
subjects: 320
subjects: 351
full_text_status: restricted
abstract: Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing
Instagram dan brand awareness terhadap minat beli konsumen Mamikeki
Lampung. Metode yang digunakan adalah kuantitatif dengan jenis penelitian
eksplanatif. Jumlah populasi tidak diketahui secara pasti sehingga penentuan
sampel menggunakan rumus Cochran dengan jumlah 100 responden menggunakan
teknik purposive sampling. Data tersebut diperoleh dari kuesioner dengan
menggunakan skala likert. Teknik analisis yang digunakan adalah regresi linear
berganda dengan SPSS 26 sebagai alat pengolah data. Hasil penelitian
menunjukkan bahwa secara parsial, social media marketing Instagram berpengaruh
positif dan signifikan terhadap minat beli konsumen Mamikeki Lampung sebesar
38,3% dan brand awareness berpengaruh positif dan signifikan terhadap minat beli
konsumen Mamikeki Lampung sebesar 48,7%. Sedangkan secara simultan, social
media marketing Instagram dan brand awareness berpengaruh positif dan
signifikan terhadap minat beli konsumen Mamikeki Lampung sebesar 77,8%.
Kata Kunci : Social Media Marketing Instagram, Brand Awareness, Minat Beli

ABSTRACT

THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING AND

BRAND AWARENESS ON MAMIKEKI LAMPUNG
CONSUMER'S BUYING INTEREST

By

MOHAMAD FARHAN RAMADHAN

This research aims to find out the influence of social media marketing Instagram
and brand awareness on consumer buying interest of mamikeki lampung. The
method used is quantitative with the type of explanatory research. The number of
populations is not known with certainty so the sample for this study used the
Cochran formula with a total of 100 respondents using a purposive sampling
technique. The data was obtained from a questionnaire using a Likert scale. The
analysis technique used is multiple linear regression with SPSS 26 as a data
processing tool. The results of this research show that partially, social media
marketing Instagram has a positive and significant effect on the buying interest of
Mamikeki Lampung consumers by 38.3% and brand awareness has a positive and
significant effect on the buying interest of Mamikeki Lampung consumers by 48.7%.
While simultaneously, social media marketing Instagram and brand awareness
have a positive and significant effect on Mamikeki Lampung consumer's buying
interest by 77.8%.
Keywords : Instagram Social Media Marketing, Brand Awareness, Buying
Interest
date: 2024-05-27
date_type: published
publisher: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
place_of_pub: UNIVERSITAS LAMPUNG
citation:   MOHAMAD , FARHAN RAMADHAN  (2024) PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM DAN BRAND AWARENESS TERHADAP MINAT BELI KONSUMEN MAMIKEKI LAMPUNG.  FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/83288/1/Abstrak_Mohamad%20Farhan%20Ramadhan_2016051045%20-%20Mohamad%20Farhan%20Ramadhan.pdf
document_url: http://digilib.unila.ac.id/83288/2/Full%20Skripsi%20Tanpa%20Lampiran_Mohamad%20Farhan%20Ramadhan_2016051045%20-%20Mohamad%20Farhan%20Ramadhan.pdf
document_url: http://digilib.unila.ac.id/83288/3/Full%20Skripsi%20Tanpa%20Pembahasan_Mohamad%20Farhan%20Ramadhan_2016051045%20-%20Mohamad%20Farhan%20Ramadhan.pdf