Social Media Marketing dan Brand Awareness sebagai Penentu Keputusan Pembelian Produk Kecantikan Emina
DOI:
https://doi.org/10.59422/lbm.v3i03.939Keywords:
social media marketing, brand awareness, Keputusan Pembelian, Pemasaran Digital, Industri KecantikanAbstract
Penelitian ini dilakukan untuk mengevaluasi sejauh mana pemasaran melalui media sosial serta kesadaran merek mempengaruhi keputusan konsumen dalam membeli produk kecantikan Emina. Studi ini memakai pendekatan kuantitatif dengan metode survei terhadap 100 partisipan yang aktif menggunakan media sosial dan pernah melakukan pembelian produk Emina. Pengumpulan data dilakukan dengan kuesioner berformat skala Likert 5 poin, lalu dianalisis melalui regresi linier berganda guna menguji efek simultan dan parsial dari variabel bebas terhadap variabel terikat. Temuan penelitian memperlihatkan bahwa social media marketing memberikan dampak positif yang signifikan terhadap keputusan pembelian, dengan nilai koefisien regresi sebesar 0,268. Selain itu, brand awareness juga menunjukkan pengaruh yang signifikan dan positif, dengan koefisien regresi senilai 0,685 terhadap keputusan pembelian. Jika digabungkan, kedua variabel tersebut menjelaskan 79,7% variasi yang terjadi dalam keputusan konsumen untuk membeli. Hasil ini menggarisbawahi pentingnya penerapan strategi media sosial yang tepat dalam memperkuat brand awareness sekaligus mendorong keputusan pembelian. Secara praktis, studi ini menyarankan untuk mengoptimalkan konten digital, memperkuat citra merek, dan memanfaatkan berbagai platform pemasaran guna mempertahankan keunggulan di industri kecantikan yang penuh persaingan.
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