Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Produk Skintific di Moderasi Brand Awareness: (Studi Kasus pada Konsumen Skintific di Banda Aceh)

Vitri Yana; Marlizar Marlizar; Mahyuddin Mahyuddin

doi:10.59061/jsit.v9i1.1385

Authors

Vitri Yana Universitas Muhammadiyah Aceh
Marlizar Marlizar Universitas Muhammadiyah Aceh
Mahyuddin Mahyuddin Universitas Muhammadiyah Aceh

DOI:

https://doi.org/10.59061/jsit.v9i1.1385

Keywords:

Banda Aceh, Brand Awareness, Moderated Regression Analysis, Purchase Decision, Social Media Marketing

Abstract

The research was conducted to analyze the influence of social media marketing on purchase decisions of Skintific products, as well as the role of brand awareness as a moderating variable among Skintific consumers in Banda Aceh. This study employed a quantitative method, where primary data were obtained through questionnaires distributed to 96 respondents selected using purposive sampling based on Cochran's formula. Data analysis was performed using Moderated Regression Analysis (MRA). The results indicated that social media marketing has a positive and significant influence on purchase decisions of Skintific products. However, brand awareness was not found to moderate the effect of social media marketing on purchase decisions. Nevertheless, brand awareness significantly acts as a predictor in enhancing the purchase decisions of Skintific products. The implications of this study emphasize the importance of social media marketing strategies in increasing purchase decisions, as well as the need for companies to strengthen brand awareness as a factor that can drive consumers in making purchasing decisions.

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