CD Skripsi

Dampak Social Media Marketing Terhadap Willingness To Buy Melalui Brand Awareness Sebagai Variabel Intervening Pada Ecommerce Tokopedia Di Kalangan Mahasiswa Universitas Riau

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This study aims to analyze the effect of social media marketing on willingness to buy through brand awareness as an intervening variable in Tokopedia e-commerce among Riau University students. The research method used is descriptive quantitative. The population of this study were active users of Tokopedia and social media at Riau University. A sample of 100 respondents was selected using a non-probability sampling method with purposive sampling technique. Data analysis was carried out using Reflective Multidimensional Construct (Second Order Construct) with the SmartPLS 4.1.0.2 application. The results showed that social media marketing has a significant effect on brand awareness and willingness to buy, with t-statistics values of 15,573 and 2,949, respectively. Brand awareness also has a significant influence on willingness to buy with a t-statistics value of 10.544. In addition, social media marketing indirectly has a significant effect on willingness to buy through brand awareness with a t-statistics value of 8.362 This study highlights the importance of social media marketing in increasing willingness to buy through brand awareness among university students. Effective implementation of social media marketing can strengthen Tokopedia's position in the e-commerce market and attract more consumers. This conclusion provides insight for business people and marketing practitioners on the importance of utilizing social media as a tool to increase brand awareness in order to increase willingness to buy.

Keywords: Social Media Marketing, Brand Awareness, Willingness To Buy
Coressponden : Annurul Fadilla1 Lie Othman2. Riau University
Bina Widya Campus km 12.5, Simpang Baru, Kec. Tampan, Pekanbaru, Riau : [email protected]

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001136050

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001136050

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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