ANALISIS SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP IMPULSIVE BUYING

Authors

  • Mariah Mariah Sekolah Tinggi Ilmu Manajemen Dan Ilmu Komputer ESQ
  • Asri Pertiwi Sekolah Tinggi Ilmu Manajemen Dan Ilmu Komputer ESQ

DOI:

https://doi.org/10.34127/jrlab.v11i1.460

Abstract

This study aims to analyze social media marketing ads and brand awareness of impulse buying in the MSME sector for home-based ethnic clothing products at Ethnicnesia Online Stores. This research uses quantitative research with 94 respondents who are consumers who usually buy ethnic clothes made of woven fabrics. The sampling method was purposive sampling. This study uses quantitative research methods by conducting surveys, the results of validity and reliability tests using SPSS v 20.0, and hypothesis testing is carried out using simple linear regression method.

Keywords: social media marketing, brand awareness, impulsive buying.

References

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Published

2022-01-26

Issue

Vol. 11 No. 1 (2022): JURNAL LENTERA BISNIS, Januari 2022

Section

JURNAL LENTERA BISNIS

License

Lisensi Creative Commons

Jurnal Lentera Bisnis disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.


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