JURNAL LENTERA BISNIS
Vol 11, No 1 (2022): JURNAL LENTERA BISNIS, Januari 2022

ANALISIS SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP IMPULSIVE BUYING

Mariah Mariah (Sekolah Tinggi Ilmu Manajemen Dan Ilmu Komputer ESQ)
Asri Pertiwi (Sekolah Tinggi Ilmu Manajemen Dan Ilmu Komputer ESQ)

Article Info

Publish Date
26 Jan 2022

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.

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Journal Info
JURNAL LENTERA BISNIS
Website

Abbrev

jrlab

Publisher

Politeknik LP3I Jakarta

Subject

Economics, Econometrics & Finance Social Sciences

Description

Jurnal Lentera Bisnis (ISSN 2252-9993, e-ISSN 2598-618X) ini merupakan jurnal ilmiah berkala yang terbit berdasarkan kaidah jurnal ilmiah ditujukan untuk mempublikasikan karya ilmiah hasil penelitian, pengembangan dan studi pustaka di bidang ilmu administrasi bisnis meliputi peminatan ilmu bisnis. ...