PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN MEDIASI BRAND AWARENESS DAN E-WOM PADA INSTAGRAM AIR MINUM DALAM KEMASAN MEREK OASIS

FAUZIA, HAMAS WIDIASTI (2024) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN MEDIASI BRAND AWARENESS DAN E-WOM PADA INSTAGRAM AIR MINUM DALAM KEMASAN MEREK OASIS. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini dilakukan guna mengidentifikasi pengaruh Social Media Marketing terhadap Purchase Intention (Minat Beli) pada AMDK Merek Oasis yang dimediasi oleh karena Brand Awareness dan E-WOM. Penelitian ini menggunakan metode penelitian kuantitatif berdasarkan informasi statistika. Populasi dalam penelitian adalah konsumen yang pernah membeli produk Oasis dalam 3 bulan terakhir, dengan total sampel berjumlah 200 responden dimana teknik pengambilan sampel yang digunakan yakni teknik purposive sampling. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Awareness, E-WOM, dan Purchase İntention. Brand Awareness dan E-WOM berpengaruh positif dan signifikan terhadap purchase intention. Serta Social Media Marketing berpengaruh positif dan signifikan terhadap purchase intention melalui brand awareness atau E-WOM sebagai variabel mediasi pada instagram air mineral dalam kemasan merek OASIS. This research was conducted to identify the influence of social media marketing on purchase intention (buying interest) in Oasis Brand AMDK, which is mediated by brand awareness and E-WOM. This study employs quantitative research methods based on statistical information. The population in the study were consumers who had purchased Oasis products in the last 3 months, with a total sample of 200 respondents. The sampling technique used was purposive sampling. The data analysis method uses the Structural Equation Model-Partial Least Square (SEMPLS). The results of this research show that social media marketing has a positive and significant effect on brand awareness, E-WOM, and purchase intention. Brand awareness and E-WOM have a positive and significant effect on purchase intention. And social media marketing has a positive and significant effect on purchase intention through brand awareness, or E-WOM, as a mediating variable on Instagram of mineral water in OASIS brand packaging.

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