Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Keripik Pisang “Sang Dewa” pada CV. Dewa Snack

Authors

  • Bhima Avrilicia Habibulloh Universitas Kadiri, Indonesia
  • Ariadi Santoso Universitas Kadiri, Indonesia
  • Andy Chandra Pramana Universitas Kadiri, Indonesia

Keywords:

Social Media Marketing, Brand Awareness, Keputusan Pembelian

Abstract

Pada era globalisasi dunia bisnis semakin kompetitif, kita kini dihadapkan pada tantangan untuk mengembangkan bisnis kita agar dapat berkembang, tumbuh, dan sukses sebagai wirausaha. Penelitian ini bertujuan untuk mengetahui apakah Social Media Marketing dan Brand Awareness berpengaruh terhadap Keputusan Pembelian produk kripik pisang “Sang Dewa” pada CV.Dewa Snack  baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel sebanyak 81 responden. Hasil pengujian menunjukkan bahwa secara parsial, Social Media Marketing (X1) dan Brand Awareness (X2) memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian. Secara simultan, Social Media Marketing (X1) dan Brand Awareness (X2) juga berpengaruh positif dan signifikan terhadap Keputusan Pembelian.

 

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Published

14-07-2024

How to Cite

Habibulloh, B. A., Santoso, A., & Pramana, A. C. (2024). Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Keripik Pisang “Sang Dewa” pada CV. Dewa Snack. Jurnal Pendidikan Tambusai, 8(2), 29630–29638. Retrieved from http://jptam.org/index.php/jptam/article/view/17674

Issue

Vol. 8 No. 2 (2024)

Section

Articles of Research

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