<![CDATA[Abstract:The purpose of this study is to analyze (1) the influence of brand awareness on the interest of buying luxury fashion brand product on social media marketing, (2)the influence of trust on buying interest of luxury fashion brand product on social media marketing, (3) the influence of buying luxury fashion brand product on social media marketing (4)the influence of brand awareness on buying interest of luxury fashion brand product with gender as moderating on social media marketing (5) influence of brand name to buying interest of luxury fashion brand product with gender as moderating on media marketing social, (6) the effect of product superiority on the buying interest of luxury fashion brand products with gender as moderating on social media marketing. This research was conducted in Kota Banda Aceh with object of brand awareness research, product superiority, trust and buying interest, with 150 respondents. The results of this study indicate that brand awareness affects consumer buying interest in brand fashion luxury products, brand trust also influence the buying interest of brand fashion luxury products, product excellence affect the consumer buying interest in luxury fashion brand products. Then the research result proves that brand awareness to the interest of buying luxury fashion brand product with gender as there are moderating influence, brand trust on buying interest of luxury fashion brand product with gender as there is moderating influence and there is influence of product superiority to buying interest of luxury fashion brand product with gender as moderating on social media marketing in Banda Aceh CityKeywords: Brand Awareness, Trust, Product Benefit, and Buying InterestAbstrak:Tujuan penelitian ini adalah untuk menganalisis (1) pengaruh kesadaran merek terhadap minat beli produk luxuri fashion brand pada pemasaran media sosial, (2) pengaruh kepercayaan terhadap minat beli produk luxuri fashion brand pada pemasaran media sosial, (3) pengaruh keunggulan produk terhadap minat beli produk luxuri fashion brand pada pemasaran media sosial (4) pengaruh kesadaran merek terhadap minat beli produk luxuri fashion brand dengan gender sebagai moderating pada pemasaran media sosial (5) pengaruh kepercayaan merek terhadap minat beli produk luxuri fashion brand dengan gender sebagai moderating pada pemasaran media sosial, (6) pengaruh keunggulan produk terhadap minat beli produk luxuri fashion brand dengan gender sebagai moderating pada pemasaran media sosial. Penelitian ini dilakukan di Kota Banda Aceh dengan objek penelitian kesadaran merek, keunggulan produk, kepercayaan dan minat beli, dengan jumlah responden penelitian sebanyak 150 orang. Hasil penelitian ini menunjukkan bahwa kesadaran merek berpengaruh terhadap minat beli produk luxury fashion brand, kepercayaan merek berpengaruh juga terhadap minat beli produk luxury fashion brand, keunggulan produk berpengaruh terhadap minat beli produk luxury fashion brand. Kemudian hasil penelitian membuktikan bahwa terdapat pengaruh kesadaran merek terhadap minat beli produk luxuri fashion brand dengan gender sebagai moderating, terdapat pengaruh kepercayaan merek terhadap minat beli produk luxuri fashion brand dengan gender sebagai moderating dan terdapat pengaruh keunggulan produk terhadap minat beli produk luxuri fashion brand dengan gender sebagai moderating pada pemasaran media sosial di Kota Banda Aceh.Kata Kunci: Kesadaran Merek, Kepercayaan, Keunggulan Produk dan Minat Beli]]>
