Pengaruh Social Media Marketing dan Brand Awareness Terhadap Keputusan Pembelian Produk Eiger di Jember

Abstract

The rapid development of digital technology has brought significant changes in various aspects of life, particularly in the field of marketing. Companies are required to adapt by utilizing digital media as an effective communication and promotional tool. One of the most widely used digital marketing strategies is social media marketing, which enables companies to reach a broader audience in a more interactive and efficient manner. Through social media, companies can provide product information, engage with consumers, and build stronger relationships that encourage purchasing decisions. In addition, brand awareness plays an important role in influencing consumer purchasing decisions because consumers tend to choose brands that are familiar and easily recognized. This study aims to analyze the effect of social media marketing and brand awareness on purchasing decisions for Eiger products in Jember. This research employed a quantitative approach using a purposive sampling technique. The sample consisted of 90 respondents who had purchased Eiger products in Jember. Data were collected through questionnaires and analyzed using multiple linear regression analysis with SPSS version 25. The results showed that social media marketing and brand awareness had a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that more effective social media marketing and higher brand awareness increase the likelihood of consumers making purchasing decisions

Keywords : Social Media Marketing, Brand Awareness, Purchasing Decision.