PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS PADA ONLINE COFFEE SHOP DI JAKARTA

WIEBOWO, RAKA SURYA (2023) PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS PADA ONLINE COFFEE SHOP DI JAKARTA. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Online coffee shops have become a business phenomenon in cities and the number has reached thousands. Not a few online coffee shops with local brands are now growing rapidly and emerging as the top brands. This positive development is inseparable from the increasingly rapid development of social media. Against this background, the purpose of this research is to identify and explain the influence of Social Media Marketing on Brand Awareness among consumers of Jakarta online coffee shops. The theory used is Social Media Marketing (SMM) and Brand Awarness. The theoretical hypothesis is: "Social Media Marketing Activities (SMMA) has a positive effect on Brand Awareness." The research approach is explanatory quantitative. This type of research is a causal asymmetry study. The research method is a survey method. The population is all Jakarta residents who have been buyers at least once in the last six months at an online coffee shop in Jakarta. Considering that the population sampling-frame is unknown, the sample calculation uses the formula from Tabachnick & Fidell (2013). The number of samples is 209 respondents. The sampling technique is purposive sampling. The research instrument was a closed questionnaire with a Likert scale of 1-5. Primary data collection techniques are through surveys, while secondary data collection techniques use the study desk method, namely literature studies through available materials with printed materials (books, journals, documents, news, etc.) as well as digital materials via the internet medium. Instrument test, to test the validity using the R Product Moment, and Cronbach's alpha value for the reliability test. The classic assumption test uses the normality test, multicollinearity test, autocorrelation test, heteroscedasticity test, Data analysis techniques used descriptive data analysis techniques, and ordinary least squares (OLS) analysis techniques, in this case simple regression analysis techniques, with the help of IBM-SPSS 24 software. The significance test used the t test. The results of the study show that the Social Media Marketing (SMM) variable has a positive and significant effect on the Brand Awareness variable for Jakarta residents who are consumers of online coffee shops. Keywords: Social media marketing, brand awareness, social media marketing activities, online coffee shop, simple linear regression Kedai kopi online telah menjadi fenomna bisnis di kota-kota dan jumlahnya telah menca[ ai ribuan. Tidak sedikit kedai kopi online yang berm erk lokal yang kini berkembang pesat dan muncul sebagai the top brand. Perkembangan positif ini tidak terlepas dari semakin pesatnya perkembangan media sosial. Berlatar belakang permasalahan tersebut, maka tujuan penelitian ini adalah untuk mengetahui dan menjelaskan pengaruh Social Media Marketing terhadap Brand Awareness di kalangan konsumen kedai kopi online J akrata. Teori yang digunakan adalah Social Media Marketing (SMM) dan Brand Awarness. Adapun hipotesis teori adalah: "Social Media Marketing Activities berpengaruh positif terhadap Brand Awareness." Pendekatan penelitian adalah kuantitatif eksplanatori. Tipe penelitian ini sebagai studi kausal asimetri. Metode penelitian adalah metode survei. Populasi adalah seluruh warga Jakarta yang pemah menjadi pembeli minimal satu kali kali dalam enam bulan terkahir pada online coffee shop di Jakarta.Mengingat sampling-frame populasi tidak diketahui, maka perhitungan sampel menggunakan rumus dari Tabachnick & Fidell (2013). Jumlah sampel 209 rersponden. Teknik sampling adalah purposive sampling. Instrumen penelitian adalah kuesioner tertutup dengan Skala Likert 1-5. Teknik pengumpulan data primer melalui survei, sedangkan teknik pengumpulan data sekunder menggunakan metode study desk, yakni studi literatur melalui bahan-bahan yang tersedia dengan material cetak (buku, jurnal, dokumen, berita dan lain-lain) maupun material digital melalui medium internet. Uji instrumen, untuk uji validitas menggunakan R Product Moment, dan nilai Cronbach's alpa untuk uji reliabilitas. Uji asumsi klasik menggunakan uji normalitas, uji multikolinearitas, uji autokorelasi, uji heteroskedastisitas, Teknik analisis data menggunakan teknik analisis data deskriptif, dan teknik analisis ordinary least square (OLS), dalam hal ini teknik analisis regresi sederhana, dengan bantuan perangkat lunak IBM-SPSS 24. Uji signifikasi menggunakan uji t . Hasil penelitian menunujukkan bahwa variabel Social Media Marketing (SMM) berpengaruh positif dan signifikan terhadap variabel Brand Awareness pada warga Jakarta konsumen kedai kopi online. Kata kunci: Social media marketing, brand awareness, sosial media marketing aktivitas, kedai kopi online, regresi linear sederhana

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