Peran Sosial Media Marketing dan Brand Awareness Terhadap Purchase Intention (Studi Kasus Pada Es Teh Indonesia Kebun Nganjuk)

Kholifah, Nia Nur (2023) Peran Sosial Media Marketing dan Brand Awareness Terhadap Purchase Intention (Studi Kasus Pada Es Teh Indonesia Kebun Nganjuk). Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims 1) to examine the effect of social media marketing on purchase intention, 2) to examine the effect of brand awareness on purchase intention, 3) to examine the effect of social media marketing and brand awareness on purchase intention. The data collection method uses a survey with an instrument in the form of an online questionnaire. The sample of this research is 100 respondents. Data analysis using SPSS 22. The results of this study indicate that the results of testing the hypothesis of the Social Media Marketing variable (X1) show that the t-count is 8.023 while the t-table is (0.025;97) = 1.984 because t count (8.023) > from t table (1.984) So it can be concluded that Social Media Marketing has a partial positive and significant effect on Purchase Intention on Nganjuk Garden Indonesian Iced Tea. The results of testing the hypothesis variable Brand Awareness (X2) show that the tcount value is 10.316 while the t table is (0.025;97) = 1.984 because t count (2.974) > from t table (1.984). . So it can be concluded that Brand Awareness partially has a positive and significant effect on Purchase Intention on Nganjuk Garden Indonesian Iced Tea. Both also simultaneously influence purchase intention. Keywords: Social Media Marketing, Brand Awareness, Purchase Intention

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	16 Aug 2025 09:17
Last Modified:	16 Aug 2025 09:17
URI:	http://repository.unik-kediri.ac.id/id/eprint/951

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