PERAN MEDIASI BRAND AWARENESS DAN BRAND TRUST PADA PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION (Kasus pada Pengguna Produk Hand and Body Lotion Citra di Kota Serang)

ZAHRA, TASYA NAILAH (2025) PERAN MEDIASI BRAND AWARENESS DAN BRAND TRUST PADA PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION (Kasus pada Pengguna Produk Hand and Body Lotion Citra di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Research This study aims to explore the effect of social media marketing on purchase decision with brand awareness and brand trust as mediating variables on Citra hand and body lotion users. This research is based on digital marketing activities carried out by Citra hand and body lotion on its social media accounts, especially on Instagram and Facebook. on its social media accounts, especially on Instagram and Facebook. Data collection in this study used questionnaires and literature studies. literature. The population of this study were all consumers of Citra hand and body lotion consumers who live in Serang City and a sample of 160 samples with a sampling method using purposive sampling and a literature study. Structural Equation Modeling (SEM) was used as the analysis method in this study. The results of this study are (1) Social media marketing has a positive and significant effect on purchase decision. significant on purchase decision. (2) Social media marketing has a positive and significant effect on brand awareness. positive and significant effect on brand awareness. (3) Social media marketing has a positive and significant effect on brand trust. (4) Brand awareness has a positive and significant effect on purchase decisions. (5) Brand trust has a positive and significant effect on purchase decision. (6) Social media marketing has a positive and significant effect on purchase decision with mediated by brand awareness. (7) Social media marketing has a positive and significant on purchase decision mediated by brand trust.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	LUTFI, LUTFI	196711032005011001
Thesis advisor	SATYANEGARA, DIQBAL	198302072006041005

Additional Information:

Penelitian ini memiliki tujuan untuk menelusuri pengaruh social media marketing terhadap purchase decision dengan brand awareness dan brand trust sebagai variabel mediasi pada pengguna Citra hand and body lotion. Penelitian ini didasarkan atas aktivitas pemasaran digital yang dilakukan oleh Citra hand and body lotion pada akun media sosialnya terutama di Instagram dan Facebook. Pengambilan data pada penelitian ini menggunakan kuisioner dan studi kepustakaan. Populasi penelitian ini adalah seluruh konsumen Citra hand and body lotion yang berdomisili di Kota Serang dan sampel sebanyak 160 sampel dengan metode sampling menggunakan purposive sampling serta penarikan sampel accidental sampling. Structural Equation Modeling (SEM) digunakan sebagai metode analisis pada penelitian ini. Hasil dari penelitian ini yaitu (1) Social media marketing berpengaruh positif dan signifikan terhadap purchase decision. (2) Social media marketing berpengaruh positif dan signifikan terhadap brand awareness. (3) Social media marketing berpengaruh positif dan signifikan terhadap brand trust. (4) Brand awareness berpengaruh positif dan signifikan terhadap purchase decision. (5) Brand trust berpengaruh positif dan signifikan terhadap purchase decision. (6) Social media marketing berpengaruh positif dan signifikan terhadap purchase decision dengan dimediasi oleh brand awareness. (7) Social media marketing berpengaruh positif dan signifikan terhadap purchase decision dengan dimediasi oleh brand trust

Uncontrolled Keywords:

Social media marketing, Brand awareness, Brand trust, Purchase decision Pemasaran media sosial, Kesadaran Merek, kepercayaan Merek, Keputusan Pembelian

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5601 Accounting
H Social Sciences > HF Commerce > HF5601 Accounting

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Tasya Nailah Zahra

Date Deposited:

02 Jul 2025 03:23

Last Modified:

02 Jul 2025 03:23

URI:

http://eprints.untirta.ac.id/id/eprint/50107

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