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Jajat sudrajat
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Journal : Dynamic Management Journal

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HOW SOCIAL MEDIA MARKETING AND BRAND AWARENESS AFFECT CONSUMER PURCHASE DECISIONS: AN EMPIRICAL STUDY OF CAHAYA MEGAH T-SHIRT? Sudrajat, Jajat; Mubarok, Dadan Abdul Aziz
Dynamic Management Journal Vol 9, No 3 (2025): July
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i3.14629

Abstract

This study addresses the urgency of understanding how digital marketing strategies influence consumer behavior in the competitive apparel industry, particularly focusing on Small and Medium Enterprises (SMEs). The research aims to analyze the effects of Social Media Marketing (SMM) and Brand Awareness (BA) on consumer purchase decisions for Cahaya Megah T-Shirt. Employing a quantitative descriptive and verificative approach, data were collected through questionnaires distributed to 100 respondents using the Slovin formula. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation analysis, coefficient of determination, and t-tests. The results indicate that both Social Media Marketing and Brand Awareness have a significant positive impact on consumer purchase decisions, with Brand Awareness showing a stronger influence. This research contributes to the existing body of knowledge by providing empirical evidence specific to the Indonesian SME context and offers practical insights for business owners to optimize their digital marketing investments and enhance brand strategies to drive consumer purchasing behavior.
Co-Authors . Supriyanto A.A. Ketut Agung Cahyawan W Abdul Hamid A Yusra Abdul Hamid A. Yusra Abdul Jabbar ABDUL MUJIB Achmad Hufad Adhitiyawarman, Adhitiyawarman Adi Permana, Ibar Adi Suyatno Afandi, Richad Dedi Syahbudin Agustinus Agustinus Ahmad Khori Akbar, Aji Ali Alex Sander Lumban Gaol Alfin Khaira Alhafidz, Afnan Aliung, Aliung Almurni, Muhammad Furqon Andini Kusdiantini ANDRIANI, TRI Anita Suharyani Anshari, Gusti Zakaria Ari Natul Hidayah Arifudin, Opan Arman, Syamsuni Asep Ririh Riswaya Asep Ririh Riswaya Asmadi asmadi Babang Robandi Badie Uddin Badriyah Bahri, Efri Syamsul Baskoro, Khobul Adha Budiman Budiman Budiman, Dheni Apriantsani Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dahlan, Rudiyanto Damayanti, Resti Aulia Dedah Jubaedah Dheni Apriantsani Budiman Diena Yudiarti Elih Sudiapermana, Elih Eman Sulaiman Erlinda Yurisinthae Evi Gusmayanti Fanni Aditya Fatwa, Muhammad Imam Febian, Rachmad Ferry Sugara, Ferry Fitriana, Muhammad Azizan Handayani, Norlia Hapzi Ali Hari Setiyawati Hastyadi, Dony Putra Heri Sutiyono Heri Wahyudi Heristi, Veny Huda, Ade Naelul Ibar Adi Permana Imelda Imelda Irniyati Samosir Isak Ramlan Isbandi Isbandi ISYTAR, IBRAHIM Jajang Komaludin Jamaludin . Jamil Jamil Jangkung Handoyo Mulyo Khaira, Alfin Khoerun, Bobi Kirani, Sandra komariyati komariyati Komariyati Komariyati Koswara, Nandang Lien, Mariata LILIS ROHAYANI Loke Siow, Hong Lyastini, Rini Malasari, Nisa Nur Marjito Marjito Marjito, Marjito Marsiana Susilawati Maulana Yusup, Maulana Maulana, Aris Ilham Mayasari, Annisa Mochammad Imron Awalludin Morika, Doni Muhammad Furqon Almurni Muslimah Muslimah Muslimah Muslimah Mustofa Kamil, Mustofa Nadia Rizki Pratami Nia Permatasari Nisa Nur Malasari Nisa Raudatul Janah Noor, Sa'ad Nor Emiliana Norasari Arani Nur Arifin, Nur Nur Azizah Nurliza Nurliza Nursaufi, Randy Oktoriana  , Shenny PARWANTO, TEGUH Permana, Ibar Adi Pipian Pipian Radian Radian Rakhmad Hidayat Rakhmad Hidayat Rangkuti, Abdul Haris RENDI ORIANDA RENDI ORIANDA Rifqi, Rifqi Rival Khafi Fergian Rizal Rachman, Rizal Rizky Panji Santoni Rizqiati, Fitri Rossie Wiedya Nusantara S, Chandra Afriade Salma Saepul Milah Sanny, M. Yusuf Sardin Sardin SARI JASMI Sartono Sartono, Sartono Setiyawan, Uut Shenny Oktoriana Sigit Wibowo Siow Heng Loke Siow, Hong Loke Siswadi, Agus Siti Sawerah Slamet Hartono Sofyan Al-Hakim Sony Chandra Maulana Sri Hendarto, Sri Subejo Sudarwati, Ayuk Suharyani, Anita Sulistyohati, Aprilia SURATMAN, SURATNA Sutarman Gafur Sutarman Gafur Sutarman Gafur Suwandi Syafwandi Tisnawati, Rini Tjokrowerdojo, Adrianto Wibowo Uyu Wahyudin veny heristi Veny Usviany Wahyu Trimastuti Wanti Fitrianti Wijanto, Natalia Marijani Wipkil Bashor Wirahadi, Umar Wiro Wiro Yadi Janwari Yudhy Kurniawan, Yudhy Yuliani, Opie Oktavia Yuliansyah Kusnadi, Dwi YUSTINA EKA WIBOWO Yusuf Sanny, Muhammad Zainal Abidin Arief Zakaria, Bagus