Pengaruh Brand Awareness dan Social Media Marketing terhadap Minat Beli Konsumen pada Produk Mixue di Kalangan Mahasiswa Universitas Sumatera Utara
Penelitian
DOI:
https://doi.org/10.31004/jerkin.v4i4.6930Keywords:
Brand Awareness, Social Media Marketing, Minat Beli, Mixue, MahasiswaAbstract
Penelitian ini mengkaji pengaruh brand awareness dan social media marketing terhadap minat beli produk Mixue pada mahasiswa Universitas Sumatera Utara menggunakan 120 sampel dengan purposive sampling. Data diperoleh melalui penyebaran kuesioner kepada mahasiswa yang mengenal Mixue dan pernah terpapar promosi merek tersebut di media sosial. Hasil penelitian mengonfirmasi bahwa brand awareness berpengaruh positif dan signifikan terhadap minat beli. social media marketing juga terbukti memberikan pengaruh positif dan signifikan. Secara simultan, kedua variabel berkontribusi signifikan terhadap minat beli. Nilai koefisien determinasi (R²) sebesar 0,423 menunjukkan bahwa 42,3% variasi minat beli dapat dijelaskan oleh brand awareness dan social media marketing, sedangkan 57,7% sisanya dipengaruhi oleh faktor lain di luar model penelitian.
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Copyright (c) 2026 Yobel Pascal Zebua, Gabriel Hans Valentino Westenberg Munthe, Arif Mulki Alfiza Hutasuhut, Yossie Rossanty, Onan Marakali Siregar
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