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Departemen Obstetri dan Ginekologi Rumah Sakit Umum Sumedang, jalan Palasari 80 Sumedang
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PENGARUH PROMOSI MEDIA SOSIAL DAN ULASAN ONLINE TERHADAP KEPUTUSAN BELI VIA BRAND AWARENESS Setiawan, Dani; Rivai, Alimuddin Rizal
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 10, No 3 (2025): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v10i3.5233

Abstract

Micro, Small, and Medium Enterprises (MSMEs) require effective marketing strategies to expand their market share, one of which is through the utilization of social media. This study was motivated by the phenomenon of increasing social media promotions and online customer reviews on the Durian Traveler Store’s accounts, which are presumed to influence brand awareness and purchase decisions. The purpose of this study is to analyze the effect of social media promotion and online customer reviews on purchase decisions, with brand awareness as an intervening variable. The research method used is quantitative with a survey approach. Primary data were collected through questionnaires distributed to 100 respondents using purposive sampling techniques, with criteria of consumers who have purchased the product more than once. Data analysis includes validity, reliability, classical assumption, multiple linear regression, and Sobel tests. The results show that social media promotion and online customer reviews have a positive and significant effect on brand awareness, while brand awareness significantly affects purchase decisions. Brand awareness is also proven to mediate the relationship between social media promotion and online customer reviews on purchase decisions. This study is limited to a single MSME object; therefore, future research is suggested to expand the sample to other business sectors to strengthen the generalization of the findings.
Co-Authors Aditama, Dewa Ahmad Haris Hasanuddin Slamet Akbar, Imannudin Alatas, Muhammad Salim Alimuddin Rizal Amirah, Nurul Ananda, Darra Andrea, Demirel Anik Fadlilah Aprilla, Aura Tifa Ardani, Mochammad Atma, Alfian Adi Azis, Nadya Nurpalah Damayanti, Risma Dinda Azalia, Nathaniela Dorta Simamora edy susanto Eka Maulidiya, Sherly Fatinia, Lilis Ayu Handian Purwawangsa Hermawan, Akbar Hertanto, Arif Aria Hessimawarti, Lenny Hidayati, Dian Junjunan, Katresna Leseni, Ni Ketut Lumentut, Anastasia Mariane Maelissa, Merlin Margreth Mahya, Dian Mashuri Mashuri Maulana, Fauziah Azzahra Maulina, Farah Muhammad Achya Arifudin Muhammad Alamsyah Munir, Muhammad Misbachul Murtinigsih, Siti Mutmainah, Dini Nafisatul Nafi', Ahmad Nashiruddin, Ahmad Nastiti Sumarsono, Qabilah Cita Kurnia Nathania Nathania, Nathania Nur Aliyya, Wenny Ladhunka Nurapandi, Adi Nurud Diniyah Nurul Islamy Parekke, Simon Pratama, Muhamad Rizki Hadi Purwakusuma, Wahyu Puspitasari, Maya Khaerunnisa Rabbani, Abdullah Arkan Raden Tina Dewi Judistiani Ramadhani, Muhammad Wahyu Razianti, Cut Reni Nursyanti Retno Purwandari Rosalina, Phang Sampeliling, Dave Grant Santoso, Tiffanie Almas Shoimatul Fitriana St. Budi Waluya Supriadin, Eman Tina Kartika Tri Anggono Prijo, Tri Anggono Venia Restreva Danestiara Waluyo, Endrian Mulyady Justitia Windi Nurdiawan Wirawan, Wahyudi Wiryawan Permadi Yunardi, Riky Tri Yuwana, Nugraha