HOW SOCIAL MEDIA MARKETING AND BRAND AWARENESS AFFECT CONSUMER PURCHASE DECISIONS: AN EMPIRICAL STUDY OF CAHAYA MEGAH T-SHIRT?

Jajat Sudrajat, Dadan Abdul Aziz Mubarok

Abstract


This study addresses the urgency of understanding how digital marketing strategies influence consumer behavior in the competitive apparel industry, particularly focusing on Small and Medium Enterprises (SMEs). The research aims to analyze the effects of Social Media Marketing (SMM) and Brand Awareness (BA) on consumer purchase decisions for Cahaya Megah T-Shirt. Employing a quantitative descriptive and verificative approach, data were collected through questionnaires distributed to 100 respondents using the Slovin formula. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation analysis, coefficient of determination, and t-tests. The results indicate that both Social Media Marketing and Brand Awareness have a significant positive impact on consumer purchase decisions, with Brand Awareness showing a stronger influence. This research contributes to the existing body of knowledge by providing empirical evidence specific to the Indonesian SME context and offers practical insights for business owners to optimize their digital marketing investments and enhance brand strategies to drive consumer purchasing behavior.


Full Text:

PDF

References


Aaker (2018), Building Strong Brands. (A. Baderi, Trans.) Jakarta: Bumi. Aksara

Alma (2017), Manajemen Pemasaran Dan Pemasaran Jasa. Bandung: Alfabeta

Anas Aditya Wicaksono, Masharino Suryani3 (2018) Pengaruh brand awareness, brand image, harga, dan kualitas produk terhadap keputusan pembelian mobil wuling. Jurnal Ilmu dan Riset Manajemen 1 (7), e-ISSN : 2461-0593.

Devi Krisnawati (2016) Pengaruh brand awareness terhadap keputusan pembelian amdk merek aqua (studi pada masyarakat di kota bandung). Jurnal Manajemen Bisnis Krisnadwipayana Vol. 4. No. 1 Januari 2016 Issn: 2338 - 4794Issn: 1978-5003 e-issn: 2407-6015

Firmansyah (2019) Pemasaran Produk Dan Merek (Planning & Strategy). Surabaya: CV. Penerbit Qiara Media.

Ghozali, Imam. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.

Gunelius (2013), 30 Minute Social Media Marketing. United States: McGraw- Hill Companies

Hanaysha, (2018), An Examination Of The Factors Affecting Consumer’s Purchase Decision In The Malaysian Retail Market. PSU Research Review.

Indrawan, R., & Yaniawati R.P. (2014). Metode Penelitian Kuantitatif, Kualitatif, dan Campuran Untuk Untuk Manajemen, Pembangunan, dan Pendidikan. Bandung: Penerbit PT Refika Aditam.

Khoiriyah Indra Cahyani, Rr. Endang Sutrasmawati. (2016). Pengaruh Brand Awareness dan Brand Image Terhadap Kepuusan Pembelian. Management Analysis Journal 5 (4). ISSN 2252-6552

Kotler, and Armstrong. (2017). Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta : Erlangga.

Kotler, Philip and Keller. (2018). Marketing Management Global Edition 15e.England: Pearsn Education Limited

Meatry Kurniasari dan Budiatmo (2018) Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening pada J.Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis. Vol 7, No 3 (2018). E – ISSN 2548-4923

Muhamad Ramdan, Arie Hendra Saputro dan Erna Herlinawati (2023). Pengaruh Social Media Marketing Dan Harga Terhadap Keputusan Pembelian Produk Tragen Footwear Bandung JEMSI, Volume 9 (6) E-ISSN: 2579-5635, P-ISSN: 2460-5891

Muhammad Arif. (2021). Pengaruh Social Media Marketing, Electronic Word Of Mouth (EWOM) Dan lifestyle Terhadap Keputusan Pembelian Online. Seminar Nasional Teknologi Edukasi dan Humaniora, ke-1.

Nugroho (2019), Perilaku Konsumen (edisi revisi). Jakarta: Kencana Perdana Media Grup. Rambat Lupioyadi. (2011). Pemasaran Jasa.Jakarta: Salemba Empat.

Riduwan. (2015). Dasar-Dasar Statistika. Bandung: Alfabeta. Oentoro, Deliyanti. 2010. Manajemen Pemasaran Modern. Yogyakarta: Laksbang Pressindo.

Strauss dan Frost (Sudaryo et al., 2020), E- Marketing 2nd Edition, Prentice Hall, New

Sudaryono (2016) Manajemen Pemasaran Teori Dan Implementasi. Yogyakarta: ANDI

Sugiyono, (2016). Metode Penelitian Kuantitatif Kualitatif dan Kombinasi (Mixed Methods). Bandung: Alfabeta.

Terry (2020) Service, Quality and Satisfaction. Yogyakarta : Andi.

Tjiptono (2016) Pemasaran Strategik. Edisi ke-3. Yogyakarta: Andi (Anggota IKAPI)




DOI: http://dx.doi.org/10.31000/dmj.v9i3.14629

Article Metrics

Abstract - 58 PDF - 22

Refbacks

  • There are currently no refbacks.


Jurnal ini telah terindeks dalam:


googleGaruda crossref dimention


Office:
Editor of Dynamic Management Journal (DMJ) UMT, Building F, 3rd Floor, Department Management Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Dynamic management journal is licensed under Attribution-ShareAlike 4.0 International