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Rizky Kurniawan Murtiyanto
Jurusan Administrasi Niaga, Politeknik Negeri Malang
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Journal : Journal of Business Management and Economic Development

 1 
Influence of Social Media Marketing and Brand Awareness on Purchasing Decisions on Custom Cake Brand Oentukmu: Study on Follower’s Instagram Account Oentukmu Gardilla, Humaira Fathma; Murtiyanto, Rizky Kurniawan; Afandi, Yosi
Journal of Business Management and Economic Development Том 3 № 01 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i01.1393

Abstract

The food and beverage (F&B) business has constantly been growing due to the significant and continuous market potential. With so many cake shops or specialty outlets offering custom cakes or aesthetic cakes in Malang City, each company has begun to present innovations in new concepts or characteristics to meet the tastes of consumers who are increasingly open to the development of existing trends. In order to compete to become the top brand recommendation for custom cake products, Oentukmu needs to create an attractive marketing strategy by utilizing social media marketing to support its promotional activities in order to position the brand in the minds of consumers to encourage the consumer purchasing decision process. This study aims to analyze the effect of social media marketing and brand awareness on purchasing decisions on Oentukmu brand custom cake products. This research was explanatory research with a quantitative approach. The data collection technique used a questionnaire distributed to 100 respondents, namely followers of the Oentukmu Instagram account. Respondents were selected using a purposive sampling technique. The data analysis used a questionnaire test, descriptive analysis, classical assumption test, multiple regression analysis, coefficient of determination analysis and hypothesis testing. The results of this analysis show that social media marketing and brand awareness together had a positive effect on purchasing decisions for Oentukmu custom cake products. This was supported based on the results of hypothesis testing (F test), with the Fcount value being 200.065 >Ftable 3.09 and sig. Value of 0.000 < 0.05. From the results of this study, it is hoped that Oentukmu can increase consumer interest and trust in Instagram social media marketing content created and maintain brand awareness strategies so that it has the opportunity to become the top brand of custom cake products so as to increase consumer purchasing decisions.
Co-Authors Abdul Waris Abdul Waris Achmad Khusnul Abid Adam Rizaldy Afandi, Yosi Aisah Aulia Fajria Akmalia, Masitha Nisa Alifia Dyah Puspita Ayu Amanda, Qisthi Nur Amartya Punjungawidya Anjari, Becik Gati Arni Utamaningsih Ayu Sulasari Ayu Sulasari Baroroh Lestari Christin Susilowati Denada Nabila DWI SURYANTO Eko Boedhi Santoso Endyarta Abdul Aziiz Al Fatah Erlangga Andi Sukma Erlangga Andi Sukma Ezar Widiadaya Fakhrurrozi Ibnurrizal Fatchur Rochman Fatchur Rochman Fauzi Ahmad Muda Gardilla, Humaira Fathma Hadistya, Dhimas Dwi Nugraha Hasan, Halid Haulen Aminda, Wian Dicky Hendri Setiawan Heru Utomo, Heru Ika Fadila Ayu Lestari Ilma Shofiia Imara, Alya Devy Khalidiya Cintya Joko Samboro Kristianingsih, Tatiana Kusuma, Fahrizha Laila Nur Azzizzah LINA BUDIARTI Mahendra, Rizal Ihza Maulana Dimas Said Maya Rizki Fauzia, Maya Rizki Moh. Charits Moh. Charits Charits Mohamad Rafi Mohammad Maskan Mohammad Maskan, Mohammad Musthofa Hadi Musthofa Hadi, Musthofa Nadya Lutfiana Putri Nadya Lutfiana Putri Nikmah, Farika Nilawati Fiernaningsih Nirwana, Karina Ega Novi Dwi Lestari Radhia Jatu Noviarsita Sakti Rahma Namira Mercellina Rahmadhani, Aisyah Ratih, Amara Puteri Wahyuning Rena Feri Rena Feri Wijayanti Rena Feri Wijayanti Rizka Rahmawati Rizka Rahmawati, Rizka Rizqina Awliya Fadlina Rosiana Avinda Febrianti Rosydah, Salma Husna Safitri, Isnaini Nur Sanita Dhakirah Shinta Maharani Trivena Shodiq, Aliffatur Akbar Sudjanarti, Dwi Sulaksono, Fatmasari Ramadhania Susanto, Clarisa Christia Suselo Utoyo Tatiana Kristianingsih Tri Yulistyawati Evelina Tri Yulistyawati Evelina Umi Khabibah Umi Khabibah Vincentius Dwika Arya Wijaya Wardani, Rr. Tri Istining Wian Dicky Haulen Aminda Winda Rahmawati Zubaidi Zubaidi