Pengaruh social media marketing, brand awareness dan consumer brand engagement terhadap purchase intention pada local clothing brand.

DETAIL KOLEKSI

Pengaruh social media marketing, brand awareness dan consumer brand engagement terhadap purchase intention pada local clothing brand.

Oleh : Muhammad Rizky Kurniawan

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Ina Octaviana Matusin

Pembimbing 2 : Ina Octaviana Matusin

Kata Kunci : Social Media Marketing, Brand Awareness, Consumer Brand Engagement, Purchase Intention, Local Clothi

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022002101138_Halaman-Judul.pdf
2.	2026_SK_SMJ_022002101138_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022002101138_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022002101138_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022002101138_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022002101138_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022002101138_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022002101138_Bab-1.pdf
9.	2026_SK_SMJ_022002101138_Bab-2.pdf
10.	2026_SK_SMJ_022002101138_Bab-3.pdf
11.	2026_SK_SMJ_022002101138_Bab-4.pdf
12.	2026_SK_SMJ_022002101138_Bab-5.pdf
13.	2026_SK_SMJ_022002101138_Daftar-Pustaka.pdf
14.	2026_SK_SMJ_022002101138_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh social media marketingterhadap brand awareness, consumer brand engagement, dan purchase intentionpada konsumen local clothing brand di indonesia. social media marketing digunakansebagai variabel independen, sedangkan brand awareness, consumer brandengagement, dan purchase intention diposisikan sebagai variabel dependen. objekpenelitian difokuskan pada konsumen local clothing brand yang aktif menggunakanmedia sosial sebagai sumber informasi dan interaksi merek. penelitian inimenggunakan pendekatan kuantitatif. model analisis yang digunakan adalahstructural equation modeling (sem) berbasis amos untuk menguji hubunganlangsung antarvariabel. teknik pengambilan sampel dilakukan dengan metodepurposive sampling, dengan jumlah responden sebanyak 200 orang yang memenuhikriteria penelitian. data dikumpulkan melalui kuesioner daring menggunakan skalalikert lima poin. hasil penelitian menunjukkan bahwa social media marketingberpengaruh positif dan signifikan terhadap brand awareness dan consumer brandengagement. selain itu, social media marketing, brand awareness, dan consumerbrand engagement terbukti berpengaruh positif dan signifikan terhadap purchaseintention. temuan ini menunjukkan bahwa aktivitas pemasaran melalui media sosialyang efektif mampu membangun kesadaran merek dan keterlibatan konsumen, yangselanjutnya memperkuat niat pembelian. implikasi manajerial dari penelitian inimenekankan pentingnya pengelolaan strategi konten media sosial yang konsisten,interaktif, dan relevan guna meningkatkan kinerja pemasaran local clothing brand.

T This study aims to analyze the effect of social media marketing on brand awareness,consumer brand engagement, and purchase intention among local clothing brandconsumers in indonesia. social media marketing is employed as the independentvariable, while brand awareness, consumer brand engagement, and purchaseintention are treated as dependent variables. the research focuses on consumers oflocal clothing brands who actively use social media as a medium for brand interactionand information. this study adopts a quantitative approach with a causal associativeresearch design. the analytical model used is structural equation modeling (sem)with amos to examine the direct relationships among variables. the samplingtechnique applied is purposive sampling, involving 200 respondents who met thepredetermined criteria. data were collected through an online questionnaire using afive-point likert scale. the results indicate that social media marketing has a positiveand significant effect on brand awareness and consumer brand engagement.furthermore, social media marketing, brand awareness, and consumer brandengagement are found to have a positive and significant influence on purchaseintention. these findings suggest that effective social media marketing activities playa crucial role in enhancing brand awareness and consumer engagement, whichsubsequently strengthen consumersâ€™ purchase intentions. the managerial implicationhighlights the importance of developing consistent, interactive, and relevant socialmedia strategies to improve the marketing performance of local clothing brands.