PENGARUH PROMOSI MELALUI MEDIA SOSIAL DAN BRAND AWARENESS TERHADAP MINAT BELI PRODUK DUNKIN DONUTS (STUDI KASUS PADA KONSUMEN DI KOJA, JAKARTA UTARA)

Abstract

This study aims to determine the effect of promotion through social media and brand
awareness on buying interest of Dunkin Donuts Products on customers in Koja, North
Jakarta. This study used a quantitative research by distributing questionnaires to 125
accidental sampling of respondents. The data collection technique used is a questionnaire,
where each respondent is given 25 questions. The data was tested using validity and
reliability tests, which also went through the classical assumption test. Furthermore, the data
analysis test was carried out using multiple regression analysis, T-test, F-test, and coefficient
of determinations. The results showed that based on the hypothesis using the T-test,
promotion through social media and brand awareness has a positive and significant result on
buying interest. Meanwhile, using the F-test, all the independent variables in this study has a
significant effect on buying interest. The coefficient of determination (R2) resulted in 0.888,
which means that the effect of promotion through social media (X1) and brand awareness
(X2) to Buying Interests (Y) is 88.8%, while the remaining 11.2% is influenced by other
variables which were not examined in this study.