ANNISA NURFITRIANI PRIATNA - 66160069 Primary Author Sahidillah Nurdin, S.E., M.M (Pembimbing) Editor mixed material bibliography 2020/2021 id Indonesia

Skripsi

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. Minat Beli Brand awareness Social Media Marketing NONE Digital Library ARS University Perpustakan Online ARS University 012/S1.MJ.SKP/2020-2021 S02226K Manajemen 012/S1.MJ.SKP/2020-2021 Hal Depan Bab 1 Bab 3 Bab 5 DAFTAR PUSTAKA Lampiran Screenshot_2023-03-09_121026.png.png 7074 2023-03-09 12:11:53 2023-03-09 12:12:21 machine generated