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All Journal PARADUTA : Jurnal Ekonomi dan Ilmu-Ilmu Sosial
Putra Ruendra Wiguna
Fakultas Ekonomi dan Bisnis, Universitas Pamulang
Humanities Economics, Econometrics & Finance Social Sciences

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Pengaruh Social Media Marketing Dan Kesadaran Merek Terhadap Keputusan Pembelian Mobil Bekas Pada Showroom Aina Mobilindo Bogor Putra Ruendra Wiguna; Amirudin
Paraduta : Jurnal Ekonomi dan Ilmu-Ilmu Sosial Vol 4 No 3 (2026): Oktober
Publisher : Universitas Madako Tolitoli

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56630/paraduta.v4i3.1693

Abstract

The automotive industry in Indonesia, especially the used vehicle segment, is facing increasing competition amid the acceleration of digital transformation. Aina Mobilindo Showroom in Bogor recorded a consistent decline in sales from 220 units in 2023 to 187 units in 2025, with a gap of 56 units against the set target. This study aims to analyze the influence of social media marketing and brand awareness on used car purchase decisions, both partially and simultaneously. A quantitative approach was used involving 127 respondents of Aina Mobilindo Showroom customers in 2025 selected through convenience sampling based on the Slovin formula. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression through SPSS version 24 software. Partial testing results show that social media marketing has a positive and significant effect on purchase decisions (t-count = 4.629 > t-table = 1.979; sig. 0.000 < 0.05), with a regression coefficient of 0.423. Brand awareness also has a positive and significant effect (t-count = 6.421 > t-table = 1.979; sig. 0.000 < 0.05), with a regression coefficient of 0.524. Simultaneously, both variables explain 44.2% of the variation in purchase decisions (R² = 0.442; F-count = 49.100 > F-table = 2.68). These findings confirm the importance of integrating quality social media marketing strategies with consistent and planned brand awareness building efforts.
Co-Authors Amirudin