Pengaruh sosial media marketing terhadap brand cawareness, engagement dan purchase intention pada generasi digital.

DETAIL KOLEKSI

Pengaruh sosial media marketing terhadap brand cawareness, engagement dan purchase intention pada generasi digital.

Oleh : Teuku Syaqil Fizrul Azwad

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Nico Lukito

Kata Kunci : Brand Awareness, Consumer Brand Engagement, Purchase intention, Social media marketing.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022002101086_Halaman-Judul.pdf
2.	2026_SK_SMJ_022002101086_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022002101086_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022002101086_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022002101086_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022002101086_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022002101086_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022002101086_Bab-1.pdf
9.	2026_SK_SMJ_022002101086_Bab-2.pdf
10.	2026_SK_SMJ_022002101086_Bab-3.pdf
11.	2026_SK_SMJ_022002101086_Bab-4.pdf
12.	2026_SK_SMJ_022002101086_Bab-5.pdf
13.	2026_SK_SMJ_022002101086_Daftar-Pustaka.pdf
14.	2026_SK_SMJ_022002101086_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, brand awareness, consumer brand engagement terhadap purchase intention pada generasi digital pengguna sepatu lokal di indonesia. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. data dikumpulkan melalui penyebaran kuesioner secara daring kepada 200 responden yang merupakan generasi digital dan memiliki pengalaman atau minat terhadap merek sepatu lokal seperti compass, ventela, dan brodo. teknik pengambilan sampel yang digunakan adalah purposive sampling. analisis data dilakukan menggunakan structural equation modeling (sem) dengan bantuan perangkat lunak amos dan spss. hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness, consumer brand engagement, dan purchase intention. namun demikian, brand awareness dan consumer brand engagementtidak berpengaruh signifikan terhadap purchase intention. temuan ini mengindikasikan bahwa kesadaran merek dan keterlibatan konsumen yang terbentuk melalui media sosial belum mampu secara langsung mendorong niat beli tanpa adanya strategi pemasaran yang berorientasi pada konversi.

T This study aims to analyze the influence of social media marketing, brand awareness, and consumer brand engagementon purchase intention among the digital generation of local shoe users in indonesia. this study uses a quantitative approach with a survey method. data were collected through an online questionnaire distributed to 200 respondents who are digital natives and have experience with or interest in local shoe brands such as compass, ventela, and brodo. the sampling technique used was purposive sampling. data analysis was performed using structural equation modeling (sem) with the help of amos and spss software. the results of the study indicate that social media marketing has a positive and significant effect on brand awareness, consumer brand engagement, and purchase intention. however, brand awareness and consumer brand engagementdo not have a significant effect on purchase intention. these findings indicate that brand awareness and consumer engagement formed through social media are not yet able to directly drive purchase intention without a conversion-oriented marketing strategy.