Pengaruh Social Media Marketing Pada Instagram Terhadap Purchase Intention Melalui Brand Awareness Sebagai Variabel Mediasi (studi Kasus Pada Followers Aktif Instagram Alpucard Online Printing)

Andhika Hikmareta, Dinda Amanda Zuliestiana

Abstract

Abstrak Pengguna Instagram di Indonesia semakin berkembang setiap tahunnya. Pada tahun 2019, Indonesia menduduki peringkat ke-4 sebagai pengguna Instagram paling banyak di dunia. Dengan banyaknya pengguna Instagram di Indonesia, pelaku-pelaku bisnis mulai memanfaatkan Instagram sebagai media promosi usahanya. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana social media marketing pada Instagram berpengaruh terhadap purchase intention dan brand awareness serta seberapa besar pengaruh social media marketing pada Instagram terhadap purchase intention melalui brand awareness sebagai variabel mediasi. Metode pengumpulan data yang dilakukan melalui penyebaran kuesioner kepada 260 orang followers aktif akun Instagram Alpucard Online Printing sebagai responden. Teknik Analisa data yang digunakan adalah analisis deskriptif dan analisis linear berganda menggunakan software AMOS 24. Berdasarkan hasil pengujian hipotesis ditemukan hasil yaitu social media marketing berpengaruh signifikan positif kepada purchase intention dan brand awareness. Brand awareness berpengaruh signifikan dan positif terhadap purchase intention. Dapat disimpulkan bahwa dari hasil uji tersebut seluruh hipotesis pertama, kedua, dan ketiga menghasilkan H1 diterima. Kata Kunci: Social Media Marketing, Purchase Intention, Brand Awareness. Abstract Instagram users in Indonesia are growing every year. In 2019, Indonesia was ranked as the 4th most Instagram user in the world. With so many Instagram users ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.2 Agustus 2020 | Page 2485 2 in Indonesia, business people are starting to use Instagram as a medium to promote their business. The purpose of this study is to find out how Social Meda Marketing on Instagram is conducted on Purchase intention and Brand Awareness and how Social Media Marketing on Instgaram conducted on Purchase Intention through Brand Awareness as mediating variable. The data collection method was carried out through distributing questionnaires to 260 active followers of Alpucard Online Printing Instagram account as respondents. The data analysis technique used are descriptive analysis and multiple linear regression analysis using AMOS 24 software. Based on the result of hypothesis testing, found that social media marketing has a significant positive effect on purchase intention and brand awareness. Brand awareness has a significant and positive effect on purchase intention. It can be concluded that from the results of these tests all the first, second, and third hypothesis are accepted. Keyword: Social Media Marketing, Purchase Intention, Brand Awareness

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