Pengaruh Brand Awareness terhadap Keputusan Pembelian Produk Brand Fashion MerchЀ di Kalangan Followers Instagram Merche.Id

  • Aldila Salsha Nabila LSPR Communication and Business Institute Jakarta, Indonesia
  • Nelly Nailatie Ma’arif LSPR Communication and Business Institute Jakarta, Indonesia
DOI: https://doi.org/10.46799/syntax-idea.v3i9.1458
Keywords: Brand awareness, keputusan pembelian, new media, media sosial, Instagram

Abstract

MerchÑ merupakan sebuah merek lokal yang menawarkan produk fashion perempuan dengan segmentasi usia remaja dan dewasa muda. Guna menunjang pemasaran produk-produknya, MerchÑ memanfaatkan Instagram sebagai media untuk membangun awareness followers yang akhirnya di dorong untuk dapat melakukan pembelian pada produk MerchÑ. Untuk itu penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh brand awareness terhadap keputusan pembelian produk MerchÑ di kalangan followers Instagram merche.id. Penelitian ini menggunakan metode eksplanatif dengan pendekatan kuantitatif. Populasinya berjumlah 452.000 akun followers MerchÑ dengan sampel sebanyak 100 akun followers yang dipilih melalui simple random sampling. Teknik pengumpulan data melalui kuesioner dan studi literatur. Hasil penelitian menunjukkan bahwa pengaruh signifikan brand awareness terhadap keputusan pembelian produk MerchÑ di kalangan followers Instagram merche.id. Nilai koefisien siginifikansinya sebesar 0,501 yang berarti pengaruhnya cukup signifikan. Brand awareness followers pada merek MerchÑ berkontribusi sebesar 50,1% terhadap keputusan pembelian produk MerchÑ dan sisanya 49,9% berasal dari faktor lain.

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Published
2021-09-20
Issue
Vol 3 No 9 (2021): Syntax Idea
Section
Articles

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