Agustina, Rheina Rosa (2026) Pengaruh Social Media Marketing, Brand Awareness, dan Brand Image terhadap Keputusan Pembelian Langganan Amazon Prime Video (Studi pada : Penonton Serial The Summer I Turned Pretty di Surabaya). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The rapid development of digital technology and the increasing competition in the video-on-demand industry require companies to implement effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of Social Media Marketing, Brand Awareness, and Brand Image on the purchasing decision of Amazon Prime Video subscriptions among viewers of The Summer I Turned Pretty series in Surabaya. This research employed a quantitative approach with data collected through questionnaires distributed to 100 respondents. The analytical method used was multiple linear regression analysis. The results showed that partially, Social Media Marketing had a positive and significant effect on purchasing decisions with a regression coefficient of 0.251, t-value of 2.976, and significance value of 0.004. Brand Awareness had a regression coefficient of 0.177, t-value of 1.502, and significance value of 0.136, indicating that it did not significantly affect purchasing decisions. Meanwhile, Brand Image had a positive and significant effect with a regression coefficient of 0.454, t-value of 3.053, and significance value of 0.003. Simultaneously, Social Media Marketing, Brand Awareness, and Brand Image significantly influenced purchasing decisions with an F-value of 55.253 and significance value of < 0.001. The coefficient of determination (R²) value of 0.633 indicated that the independent variables were able to explain 63.3% of purchasing decisions, while the remaining 36.7% was influenced by other variables outside this study. The findings indicate that Brand Image was the most dominant variable influencing the purchasing decision of Amazon Prime Video subscriptions. Keywords: Social Media Marketing, Brand Awareness, Brand Image, Purchasing Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rheina Rosa Agustina | ||||||||
| Date Deposited: | 22 May 2026 07:37 | ||||||||
| Last Modified: | 22 May 2026 07:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51868 |
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