PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM DAN BRAND AWARENESS TERHADAP MINAT BELI KONSUMEN MAMIKEKI LAMPUNG

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.

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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

Item Type: Other
Subjects: ?? 320 ??
?? 351 ??
Divisions: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: UPT . Desi Zulfi Melasari
Date Deposited: 12 Feb 2025 07:30
Last Modified: 12 Feb 2025 07:30
URI: http://digilib.unila.ac.id/id/eprint/83288

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