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Journal of Economy Business Development
Published by Universitas Bosowa
ISSN : 29873975     EISSN : 29880149     DOI : https://doi.org/10.56326/jebd.v2i3
Core Subject : Economy, Science, Education, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other
Journal of Economy Business Development merupakan jurnal ilmiah yang mempublikasikan hasil penelitian dan hasil pemikiran termasuk pengembangan dan review bidang ilmu manajemen dan ekonomi serta studi pembangunan yang mencakup antara lain perencanaan pembangunan daerah, pemerataan ekonomi, konsep negara berkembang dan negara maju, kebijakan ekonomi global, manajemen pemasaran, manajemen sumber daya manusia, manajemen keuangan, digital bisnis serta fokus masalah lain yang berkaitan dengan kebijakan ekonomi.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Perilaku Organisasi dan Menejemen Sumber Daya Manusia
Articles 191 Documents
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Dampak Social Media Marketing Terhadap Brand Awareness Dan Willingness To Buy Pada E-Commerce Tokopedia Di Kalangan Mahasiswa Universitas Ciputra Makassar Brilliant Tunardy; Jason Surya Lukitho; Kaitlyn Lesmana; Steven Delon Winata; Virginia Devina Turisno
Journal of Economy Business Development Vol. 4 No. 1 (2026): Journal of Economy Business  Development, April 2026
Publisher : Program Studi Manajemen Universitas Bosowa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56326/jebd.v4i1.9083

Abstract

Penelitian ini menganalisis dampak social media marketing dan brand awareness terhadap willingness to buy pada e-commerce Tokopedia di kalangan mahasiswa Universitas Ciputra Makassar. Dengan meningkatnya penetrasi internet Indonesia yang mencapai 185 juta pengguna dan dominasi Tokopedia dengan 71,68 juta kunjungan per bulannya, strategi pemasaran digital menjadi krusial dalam mempengaruhi perilaku konsumen. Penelitian kuantitatif ini menggunakan total 93 responden mahasiswa yang dipilih melalui purposive sampling dengan kriteria pengguna aktif Tokopedia dan media social. Data dianalisis menggunakan Partial Least Square (PLS) dengan software SmartPLS 4.1.2. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap willingness to buy (B=0,515; p<0,001). Brand awareness juga berpengaruh signifikan terhadap willingness to buy (B=0,528; p<0,001). Temuan utama membuktikan brand awareness memediasi hubungan social media marketing dengan willingness to buy secara parsial (indirect effect=0,277; p<0,001). Penelitian ini berkontribusi pada literatur digital marketing dengan mengonfirmasi efektivitas strategi media sosial dalam membangun kesadaran merek dan mendorong minat beli konsumen melalui konten interaktif dan tren terkini. This study analyzes the impact of social media marketing and brand awareness on willingness to buy on Tokopedia e-commerce among students at Ciputra University Makassar. With the increasing penetration of Indonesian internet reaching 185 million users and Tokopedia's dominance with 71.68 million visits per month, digital marketing strategies are crucial in influencing consumer behavior. This quantitative study used a total of 93 student respondents selected through purposive sampling with the criteria of active Tokopedia and social media users. Data were analyzed using Partial Least Square (PLS) with SmartPLS 4.1.2 software. The results showed that social media marketing had a significant effect on willingness to buy (B = 0.515; p <0.001). Brand awareness also had a significant effect on willingness to buy (B = 0.528; p <0.001). The main findings prove that brand awareness mediates the relationship between social media marketing and willingness to buy partially (indirect effect = 0.277; p <0.001). This study contributes to the digital marketing literature by confirming the effectiveness of social media strategies in building brand awareness and driving consumer purchase intention through interactive content and current trends.

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