ABSTRAK
Annisa Nurfitriani Priatna (66160069), Pengaruh Social Media Marketing
Terhadap Minat Beli Konsumen Dan Brand Awareness Sebagai Variabel
Intervening Pada 372 Kopi Kolmas.
Perkembangan teknologi internet di kehidupan manusia mempermudah
komunikasi tanpa batas jarak dan waktu. Dalam bidang pemasaran, hal ini
mempengaruhi cara promosi dilakukan. Penggunaan media sosial yang
sebenarnya merupakan sarana interaksi sosial antar individu online menjadi hal
yang biasa digunakan oleh perusahaan sebagai sarana promosi termasuk dalam
industri kuliner kopi dan coffeeshop. Adanya pergeseran pada teknik pemasaran
yang semula tradisional menjadi digital dimanfaatkan bagi beberapa perusahaan
dalam beralih teknik pemasaran salah satunya yaitu social media marketing
melalui media sosial instagram. Penelitian ini bertujuan untuk mengetahui
bagaimana pengaruh social media marketing terhadap minat beli konsumen
dimana brand awareness sebagai variabel mediasi. Variabel independen yang
diteliti adalah social media marketing (X), minat beli (Y) sebagai variabel
dependen, sedangkan variabel intervening yakni brand awareness (M). Penelitian
ini menggunakan pendekatan kuantitatif dengan populasi masyarakat di Kota
Cimahi dengan jumlah sampel sebanyak 120 responden serta dengan
menggunakan teknik purposive sampling, penelitian ini menggunakan aplikasi
olah data statiska Smart-PLS. Hasil penelitian menunjukkan bahwa social media
marketing berpengaruh signifikan terhadap minat beli dengan positif dan brand
awareness mampu memediasi secara signifikan pengaruh social media marketing
terhadap minat beli konsumen.


ABSTRACT
Annisa Nurfitriani Priatna (66160069), The Influence of Social Media
Marketing on Consumer Purchase Interest and Brand Awareness as an
Intervening Variable in 372 Kolmas Coffee.
The development of internet technology in human life facilitates
communication without the limits of distance and time. In the field of marketing,
this affects the way promotions are carried out. The use of social media, which is
actually a means of social interaction between online individuals, is commonly
used by companies as a means of promotion, including in the coffee culinary
industry and coffee shops. A shift in marketing techniques from traditional to
digital has been used by several companies in switching marketing techniques,
one of which is social media marketing through social media Instagram. This
study aims to determine how the influence of social media marketing on consumer
buying interest in which brand awareness is a mediating variable. The
independent variables studied were social media marketing (X), purchase interest
(Y) as the dependent variable, while the intervening variable was brand
awareness (M). This study used a quantitative approach with the population of the
people in Cimahi City with a total sample of 120 respondents and by using a
purposive sampling technique, this study used the statistical data processing
application Smart-PLS. The results showed that social media marketing had a
significant positive effect on purchase intention and brand awareness was able to
significantly mediate the effect of social media marketing on consumer purchase
interest.