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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMBI)
Agnessyah Kardina Simamora
Universitas Medan Area
Economics, Econometrics & Finance

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Pengaruh Social Media Marketing Dan Brand Awareness Terhadap Minat Beli Produk Skincare MS Glow Pada Generasi Milenial Di Lubuk Pakam Agnessyah Kardina Simamora; Adelina Lubis; Hery Syahrial; Ihsan Effendi
Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Vol 4, No 1 (2023): Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) - JUNI
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jimbi.v4i1.1683

Abstract

This study aims to determine the effect of Social Media Marketing and Brand Awareness on the intention to buy MS Glow skincare products in the millennial generation in Lubuk Pakam, a case study of the Israhayu beauty shop in Lubuk Pakam. Data collection techniques in this study used a questionnaire with a quantitative approach. The data analysis technique used was descriptive statistical analysis and multiple regression analysis, then hypothesis testing using SPSS 25. The results showed that partially Social Media Marketing had a significant positive effect on buying interest, and Brand Awareness had a positive and significant effect on Purchase Interest.
Co-Authors Effendi, Ihsan Hery Syahrial LUBIS, ADELINA