MEMAKSIMALISASI MINAT BELI KAUM MILENIAL JAKARTA DI ERA BOOMING SOSIAL MEDIA

Diana Astuti, Joseph M.J. Renwarin

Abstract


Indonesia mengalami pertumbuhan industri kosmetik dan era social media, namun produk mineral botanica sampai saat ini kurang memaksimalkan pertumbuhan pasar yang ada. Oleh karena itu tujuan dari penelitian ini, untuk mengetahui dan menganalisis  pengaruh social media marketing dan brand awareness terhadap minat beli melalui instagram pada mineral botanica. Penelitian ini menggunakan  pendekatan  kuantitatif, non-probability sampling melalui survey dengan menggunakan google form  kepada 140 responden.   Hasil penelitiannya adalah : dengan koefisien determinasi sebesar 71,9%. Social media marketing berpengaruh signifikan terhadap minat beli. Brand awareness berpengaruh signifikan terhadap minat beli. Social media marketing dan brand awareness berpengaruh signifikan secara simultan terhadap minat beli.  Implikasi dari penelitian ini dapat memberikan pemahaman bagi para pemasar untuk memperhatikan dan membangun social media marketing dan brand awareness yang baik, terutama kepada Mineral Botanica.


Keywords


Brand Awareness; Social Media Marketing; Minat Beli

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DOI: https://doi.org/10.32529/jim.v3i1.284

DOI (PDF (Bahasa Indonesia)): https://doi.org/10.32529/jim.v3i1.284.g243

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