Role of Turnover as Intervening Variable on Relationship Between Team Work and Leadership Toward Employee Performance
DOI:
https://doi.org/10.31316/jk.v6i4.4471Abstract
Abstrak
Tujuan dari penelitian ini, untuk mengetahui dan menganalisis pengaruh social media marketing dan brand awareness terhadap minat beli mineral botanica. Penelitian ini membahas mengenai dimensi yang ada pada variabel penelitian yang kemudian dikaji untuk mengetahui pengaruh antara variabel dengan objek. Penelitian ini menggunakan metode kuantitatif melalui survey kuesioner yang disebarkan melalui google form kepada 140 responden yang kemudian diolah dengan menggunakan SPSS versi 25.0 dengan metode pengambilan sampel adalah non probability sampling. Hasil uji hipotesis (uji T) bahwa social media marketing berpengaruh signifikan terhadap minat beli dengan t hitung sebesar 6,346 ≥ t tabel 1,977.Brand awareness berpengaruh signifikan terhadap minat beli dengan t hitung sebesar 7,059≥ t tabel 1,977 dengan koefisien determinasi sebesar 71,9%. Dan social media marketing dan brand awareness berpengaruh signifikan secara simultan terhadap minat beli. Implikasi dari penelitian ini dapat memberikan pemahaman bagi para pemasar untuk memperhatikan dan membangun social media marketing dan brand awareness yang baik, terutama kepada Mineral Botanica.
Kata Kunci: Brand Awareness; Social Media Marketing; Minat Beli
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Copyright (c) 2023 Faqih Nabhan, Abdul Manap, Anggara Setya Saputra, Silvy Sondari Gadzali, Gamar Al Haddar
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