Pengaruh Social Media Marketing dan Brand Awareness Terhadap Minat Beli Konsumen pada D’nora Jewelry

Authors

  • Bryan Felix Universitas Bandar Lampung, Indonesia
  • Iskandar Ali Alam Universitas Bandar Lampung, Indonesia

DOI:

https://doi.org/10.57235/mantap.v3i1.5406

Keywords:

Social Media Marketing, Brand Awareness, Minat Beli

Abstract

Perkembangan teknologi yang semakin pesat mendorong peralihan bisnis toko offline ke platform media sosial. penggunaan skala massal teknologi sosial menghubungkan orang dengan berbagai informasi secara online, yang memungkinkan mendapatkan informasi lebih cepat dan membuat proses bisnis lebih mudah. Penelitian ini dilakukan dengan tujuan menguji pengaruh secara parsial minat beli dipengaruhi Social Media Marketing dan Brand Awareness. Menggunakan metode kuantitatif dan dikumpulkan melalui penyebaran kuesioner pada 320 orang konsumen yang berbelanja di platform online D’Nora Jewelry. Kemudian sampel dengan tingkat kesalahan 10% ditetapkan dengan rumus Slovin, yang menghasilkan 76 responden. Temuan penelitian mengindikasikan jika Social Media Marketing memiliki pengaruh positif yang signifikan terhadap Minat Beli, sementara Brand Awareness tidak memiliki pengaruh positif terhadap Minat Beli.

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Published

2025-03-27

How to Cite

Felix, B., & Alam, I. A. (2025). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Minat Beli Konsumen pada D’nora Jewelry. Journal of Management Accounting, Tax and Production, 3(1), 125–135. https://doi.org/10.57235/mantap.v3i1.5406

Issue

Vol. 3 No. 1 (2025): Maret 2025

Section

Articles

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