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All Journal JURNAL LENTERA BISNIS
Asri Pertiwi
Sekolah Tinggi Ilmu Manajemen Dan Ilmu Komputer ESQ
Economics, Econometrics & Finance Social Sciences

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ANALISIS SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP IMPULSIVE BUYING Mariah Mariah; Asri Pertiwi
JURNAL LENTERA BISNIS Vol 11, No 1 (2022): JURNAL LENTERA BISNIS, Januari 2022
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v11i1.460

Abstract

This study aims to analyze social media marketing ads and brand awareness of impulse buying in the MSME sector for home-based ethnic clothing products at Ethnicnesia Online Stores. This research uses quantitative research with 94 respondents who are consumers who usually buy ethnic clothes made of woven fabrics. The sampling method was purposive sampling. This study uses quantitative research methods by conducting surveys, the results of validity and reliability tests using SPSS v 20.0, and hypothesis testing is carried out using simple linear regression method.Keywords: social media marketing, brand awareness, impulsive buying.
Co-Authors Mariah Mariah