Adviola, Tiara Febry (2024) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN SOMETHINC DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20012010081-cover.pdf Download (2MB) |
|
Text (Bab 1)
20012010081-BAB1.pdf Download (437kB) |
|
Text (Bab 2)
20012010081-BAB2.pdf Restricted to Repository staff only until 17 September 2026. Download (312kB) |
|
Text (Bab 3)
20012010081-BAB3.pdf Restricted to Repository staff only until 17 September 2026. Download (347kB) |
|
Text (Bab 4)
20012010081-BAB4.pdf Restricted to Repository staff only until 17 September 2026. Download (499kB) |
|
Text (Bab 5)
20012010081-BAB5.pdf Download (241kB) |
|
Text (Daftar Pustaka)
20012010081-DAFTARPUSTAKA.pdf Download (241kB) |
|
Text (Lampiran)
20012010081-LAMPIRAN.pdf Restricted to Repository staff only Download (682kB) |
Abstract
Utilizing social media as a product marketing medium is one of the marketing strategies carried out by Somethingnc. However, despite its wide reach through Social Media Marketing and Brand Awareness, sales figures are still decreasing. This research aims to analyze the extent to which Social Media Marketing and Brand Awareness influence Purchase Decisions for Somethinc products in Surabaya. Purchasing decisions are often influenced by various factors, including Social Media Marketing and Brand Awareness. The population in this study were Surabaya residents who had purchased and using Somethinc products. The sampling technique used to obtain 91 samples was non-probability sampling with a purposive sampling approach. In collecting research data, the survey method was used with a questionnaire using a Likert scale. In processing the data using the path analysis method with partial least squares (PLS). The research results show that Social Media Marketing and Brand Awareness have a significant positive effect on purchasing decisions for Somethinc beauty products in Surabaya. This shows that a marketing strategy by increasing Social Media Marketing through all social media platforms owned and Brand Awareness through a pleasant experience with product use is able to increase product purchasing decisions. Keywords: Social Media Marketing, Brand Awareness, Purchasing Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | TIARA FEBRY ADVIOLA | ||||||||
| Date Deposited: | 17 Sep 2024 09:38 | ||||||||
| Last Modified: | 24 Sep 2024 03:59 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29285 |
Actions (login required)
 |
View Item |