PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJABERBUTIK (Ditinjau dari perspektif Customer Hijaberbutiks pada Media Sosial Instagram)

SAPUTRA, AMIRA KALEELA (2026) PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJABERBUTIK (Ditinjau dari perspektif Customer Hijaberbutiks pada Media Sosial Instagram). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk memahami dan menganalisis dampak Brand Awareness terhadap pemilihan produk Hijaberbutik di platform Instagram. Brand awareness didefinisikan sebagai kemampuan konsumen untuk mengenali, mengingat, dan menempatkan merek dalam pilihan belanja mereka, sehingga menjadi elemen penting yang membentuk pandangan dan minat untuk membeli. Variabel brand awareness dalam penelitian ini mencakup ingatan, pengenalan, pembelian, dan pengalaman konsumen, sedangkan keputusan pembelian dievaluasi melalui pilihan produk, pilihan merek, cara pembelian, waktu pembelian, jumlah pembelian, dan metode pembayaran. Penelitian ini mengadopsi pendekatan kuantitatif dengan menggunakan teknik survei kepada 100 responden yang mengikuti akun Instagram @hijaberbutik. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dan analisis data dilakukan melalui pengujian validitas, pengujian reliabilitas, serta pengujian hipotesis dengan menggunakan teknik statistik. Hasil penelitian menunjukkan bahwa Brand Awareness memberikan dampak positif dan signifikan terhadap pilihan pembelian. Ketika tingkat kesadaran konsumen terhadap merek semakin tinggi, kecenderungan mereka untuk memilih produk tersebut dibandingkan dengan yang lain juga meningkat. Pengembangan kesadaran merek melalui konsistensi konten, tampilan visual yang menarik, dan pesan pemasaran yang tepat terbukti dapat meningkatkan minat serta keyakinan konsumen untuk melakukan pembelian. Temuan ini menegaskan bahwa peningkatan brand awareness melalui platform media sosial, terutama Instagram, adalah metode yang efektif untuk mendorong keputusan pembelian, memperluas jangkauan pasar, dan sekaligus memperkuat posisi kompetitif suatu merek dalam sektor fashion. This study is designed to investigate how Brand Awareness affects the Purchase Decisions related to Hijaberbutik products on Instagram. Brand awareness refers to the ability of consumers to identify, remember, and incorporate a brand into their choices, making it a key element that influences perceptions, preferences, and buying interest among shoppers. In this research, the brand awareness factor encompasses recall, recognition, prior purchasing experience, and consumption habits, while purchase decisions are evaluated based on product selection, brand preference, shopping mediums, timing of purchase, volume of purchase, and payment options. A quantitative methodology is utilized in this study, employing a survey of 100 individuals who follow the @hijaberbutik Instagram account. Cluster sampling is the technique applied for participant selection, and the data was subjected to validity assessments, reliability assessments, and hypothesis evaluations using statistical methods. The results indicate that brand awareness significantly and positively affects consumers' purchase decisions. As brand awareness is enhanced through consistent content sharing, a strong visual identity, pertinent marketing communication, and emotional connections, there is an increased likelihood that consumers will choose and buy Hijaberbutik products. Improved brand awareness fosters consumer trust and lessens uncertainty during the decision-making process. Consequently, developing and sustaining a robust brand awareness through social media, especially on Instagram, proves to be an effective strategy for boosting purchase decisions, broadening market outreach, and reinforcing a brand’s competitive position in the fashion sector.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44221010104
Uncontrolled Keywords: Brand Awareness, Keputusan Pembelian, Media Sosial, Instagram, Hijaberbutik.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Haqi ar rachma nur
Date Deposited: 02 Apr 2026 04:08
Last Modified: 02 Apr 2026 04:08
URI: http://repository.mercubuana.ac.id/id/eprint/101454

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