PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS, DAN  ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI

Hilda aulia Hilda; Ajeng Aquinia

doi:10.23969/oikos.v7i2.7070

Penulis

Hilda aulia Hilda Program Studi Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Stikubank Semarang Jawa Tengah, Semarang, Indonesia
Ajeng Aquinia Universitas Stikubank

DOI:

https://doi.org/10.23969/oikos.v7i2.7070

Kata Kunci:

Kata Kunci : Social Media Marketing, Brand Awareness, Electronic Word of Mouth

Abstrak

Tujuan penelitian yaitu menganalisis pengaruh Social Media Marketing, Brand Awareness, dan Electronic Word of Mouth terhadap Niat Beli. Pelaksanaan penelitian terhadap konsumen pengguna Smartphone Samsung. Konsumen pengguna Smartphone Samsung ditetapkan menjadi populasi penelitian ini. Metode purposive sampling dimanfaatkan menjadi teknik sampling dan didapatkan sejumlah 100 responden. Data dianalisis melalui uji reabilitas dengan Cronbach alpha. uji validitas dengan KMO serta Matrik Component, serta analisis regresii berganda. Penelitian didapatkan hasil yakni “adanya pengaruh signifikan positif terhadap Social Media Marketing, dan Electronic Word of Mouth terhadap Niat Beli. Sedangkan Brand Awareness tidak berpengaruh terhadap Niat Beli” Kata Kunci : Social Media Marketing, Brand Awareness, Electronic Word of Mouth

Unduhan

Data unduhan belum tersedia.

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