MEMAKSIMALISASI MINAT BELI KAUM MILENIAL JAKARTA DI ERA BOOMING SOSIAL MEDIA
DOI:
https://doi.org/10.32529/jim.v3i1.284Keywords:
Brand Awareness, Social Media Marketing, Minat BeliAbstract
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.
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