<![CDATA[Tujuan dari penelitian berikut ialah guna memastikan bagaimana pemasaran media sosial serta brand awareness dengan cara parsial serta bersamaan menyajikan pengaruh keputusan pembelian konsumen Iyana Trans. Investigasi berikut dilaksanakan di Iyana Trans. Sampel penelitian terdiri dari seratus responden. Uji Asumsi Klasik, Analisa Regresi Linear Berganda, Uji Koefisien Determinasi, uji-t, serta uji-F ialah metode analisa data yang dipakai pada investigasi berikut. Temuan penelitian memperlihatkan bahwasannya pemasaran media sosial dengan cara signifikan menyajikan pengaruh keputusan konsumen guna membeli, brand awareness dengan cara signifikan menyajikan pengaruh keputusan konsumen guna membeli, serta baik pemasaran media sosial maupun brand awareness dengan cara signifikan menyajikan pengaruh keputusan konsumen guna membeli. Keputusan pembelian diberikan pengaruh oleh brand awareness serta pemasaran media sosial hingga sejumlah 69,5%. Saran peneliti ialah Iyana Trans diharapkan selalu menyajikan respon yang baik kepada komentar yang disampaikan konsumen, supaya nantinya lebih banyak konsumen yang menyajikan komentar di sosial media Iyana trans. selalu membangun kepercayaan konsumen, sehingga nantinya ketika konsumen membutuhkan jasa transportasi akan langsung terlintas Iyana Trans serta menyajikan layanan yang baik kepada konsumens sehingga merasa puas kepada layanannya. This study's goal is to ascertain how brand awareness and social media marketing, both partially and concurrently, affect Iyana Trans customers' decisions to buy. One hundred respondents made up the sample size for the study, which was carried out at Iyana Trans. The Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination Test, t-test, and F-test are among the techniques utilized to analyze the data in this study. The results demonstrate that brand awareness and social media marketing both have a considerable impact on consumer purchase decisions, and that social media marketing and brand awareness work together to significantly impact consumer purchase decisions. 69.5% of the variation in purchasing decisions may be attributed to social media marketing and brand awareness. Recommendations from the researcher include that Iyana Trans should consistently respond positively to customer comments to encourage more consumer engagement on their social media platforms. Furthermore, they should continue to build customer trust so that when consumers need transportation services, Iyana Trans will be top-of-mind. Providing excellent service is also essential to ensure customer satisfaction.]]>
