Pengaruh Pemasaran Media Sosial Dan Kesadaran Merek Terhadap Keputusan Pembelian Kopi Lain Hati (Studi Kasus: Pelanggan Kopi Lain Hati Di Kabupaten Bekasi)
DOI:
https://doi.org/10.31334/jambis.v1i5.2324Keywords:
social media marketing, brand awareness, buying decisionsAbstract
This study aims to determine the effect of social media marketing and brand awareness onthe purchase decisions of Kopi Lain Hati in Bekasi Regency. This study employs a
quantitative approach with a non-probability sampling technique, namely accidental
sampling, with a sample of 135 respondents. Based on the results of the study, the
following regression equation was obtained: Y = 7.162 + 0.379X1 + 0.767X2 + e. Based
on statistical data analysis, the indicators in this study are valid, and the variables are
reliable. The equation shows that Social Media Marketing and Brand Awareness
influence purchase Decisions. The conclusions drawn are: 1) Social media marketing has
a positive and significant effect on buying decisions by 51.3%. 2) Brand awareness has a
positive and significant effect on buying decisions by 63.4%. 3) Social media marketing
and brand awareness together have a significant influence on buying decisions by 67%.
In contrast, while the rest is influenced by other variables.
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