SOCIAL MEDIA MARKETING: SOCIAL MEDIA CONTENT, BRAND IMAGE, BRAND AWARENESS AND PURCHASE INTENTION: SOCIAL MEDIA MARKETING: SOCIAL MEDIA CONTENT, BRAND IMAGE, BRAND AWARENESS AND PURCHASE INTENTION

AZMIL CHUSNAINI CHUSNAINI; REIZANO AMRI RASYID

doi:10.33086/amj.v6i2.3028

Authors

AZMIL CHUSNAINI CHUSNAINI Universitas Nahdlatul Ulama Surabaya
REIZANO AMRI RASYID Universitas Nahdlatul Ulama Surabaya

DOI:

https://doi.org/10.33086/amj.v6i2.3028

Keywords:

Social Media Marketing, Purchase Intention, Brand, Marketing

Abstract

Mengingat saat ini UMKM yang sudah memasukin ekosistem digital hanya sebanyak 9,2 juta UMKM. Maka dari itu keutamaan penelitian ini yaitu untuk memberikan edukasi kepada pelaku usaha tentang pentingnya menggunakan sosial media marketing untuk mengembangkan bisnisnya dan mencapai target bisnisnya. Dari urgensi permasalahan serta kebaruan kajian dalam penelitian ini, maka penelitian ini berfokus pada pengaruh sosial media marketing marketing terhadap niat pembelian produk. Penelitian ini diharapkan dapat menghasilkan landasan kegiatan bisnis bagi para pelaku usaha untuk dapat memahami pentingnya penggunaan sosial media sebagai tempat pemasaran digital dan memperkenalkan brand. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuesioner yang disebarkan kepada 150 responden. Hasil penelitian menjelaskan bahwa sosial media marketing, social media conten, brand image dan brand awareness memiliki pengaruh positif dan signifikan terhadap niat pembelian.

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SOCIAL MEDIA MARKETING: SOCIAL MEDIA CONTENT, BRAND IMAGE, BRAND AWARENESS AND PURCHASE INTENTION