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All Journal MIMBAR (Jurnal Sosial dan Pembangunan) Jurnal Manajemen dan Bisnis (Performa) JAM : Jurnal Aplikasi Manajemen MIX : Jurnal Ilmiah Manajemen Binus Business Review Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Jurnal Mirai Management Asia-Pacific Management and Business Application Jurnal Bisnis dan Manajemen Jurnal EMT KITA Jurnal Studi Manajemen dan Bisnis Agregat: Jurnal Ekonomi dan Bisnis JURNAL EDUCATION AND DEVELOPMENT Journal of Secretary and Business Administration YUME : Journal of Management JURISMA: Jurnal Riset Bisnis & Manajemen Jurnal Ekonomi dan Bisnis Dharma Andalas Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi JEMMA | Journal of Economic, Management and Accounting To Maega: Jurnal Pengabdian Masyarakat Journal of Research in Business, Economics, and Education Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal Fokus Manajemen Bisnis ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Jurnal Ekonomi Majalah Bisnis & IPTEK Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Community Service Seminar and Community Engagement (COSECANT)
Putu Nina Madiawati
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : Jurnal Ekonomi dan Bisnis Dharma Andalas

 1 
Peran Social Media Marketing dan Marketing Mix Berpengaruh Terhadap Minat Beli Konsumen Produk Corkcicle Melalui Brand Image Saradha Kirana; Putu Nina Madiawati
Jurnal Ekonomi dan Bisnis Dharma Andalas Vol 25 No 1 (2023): Jurnal Ekonomi dan Bisnis Dharma Andalas
Publisher : Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebd.v25i1.720

Abstract

This study aims to determine the influence of social media marketing, marketing mix, consumer buying interest, brand image on Corkcicle products, to determine the direct effect of social media marketing, marketing mix on consumer buying interest in Corkcicle products, to determine the direct effect of consumer buying interest on brand image. on Corkcicle products, knowing the direct effect of social media marketing, marketing mix on brand image on Corkcicle products, knowing the effect of social media marketing on brand image through consumer buying interest in Corkcicle products and knowing the effect of marketing mix on brand image through consumer buying interest in Corkcicle products. The research method used is descriptive using a quantitative method involving 100 respondents who know Corkcicle products. The sampling technique used is non-probability sampling with purposive sampling. Respondent data was processed using the PLS-SEM analysis technique assisted by the SmartPLS application. The results of this study include social media marketing variables with a score of 81.27% included in the good category, marketing mix variables with a score of 79.2% included in the good category, purchase intention variable with a score of 77.3% included in the good category and brand image with a score 76.57%. ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, marketing mix, minat beli konsumen, brand image pada produk Corkcicle, hal ini untuk mengetahui pengaruh langsung social media marketing, marketing mix terhadap minat beli konsumen pada produk Corkcicle, untuk mengetahui pengaruh langsung minat beli konsumen terhadap brand image pada produk Corkcicle, mengetahui pengaruh langsung social media marketing, marketing mix terhadap brand image pada produk Corkcicle, mengetahui pengaruh social media marketing terhadap brand image melalui minat beli konsumen pada produk Corkcicle dan mengetahui pengaruh marketing mix terhadap brand image melalui minat beli konsumen terhadap produk Corkcycle. Metode penelitian yang digunakan adalah deskriptif dengan menggunakan metode kuantitatif dengan melibatkan 100 responden yang mengetahui produk Corkcicle. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan purposive sampling. Data responden diolah menggunakan teknik analisis SmartPLS dibantu dengan aplikasi SmartPLS. Hasil penelitian ini meliputi variabel social media marketing dengan skor 81,27% termasuk dalam kategori baik, variabel marketing mix dengan skor 79,2% termasuk dalam kategori baik, variabel niat beli dengan skor 77,3% termasuk dalam kategori baik. kategori dan brand image dengan skor 76,57%.
Co-Authors A.Cut Indah Agung Putra Pratama Ahmad Nur Sheha Gunawan Alivia Trisnanda Wulandari Allisyah Noer Fitri Ramadhanny Anita Silvianita Arif Kuswanto Arif Partono Prasetio Artiar Anjani Handono Ayu Setyaningrum Brady Rikumahu Bunga Adelia Putri Dani Rizki Hidayat Davide Calandra Delanera Rizkia Devia Setiawati Dian Indiyati Dicky Hidayat Farida Titik Kristanti Federico Lanzalonga Fuji Dwi Rani Haifa Salsabila Handono, Artiar Anjani Imanuddin Hasbi Indah Fransiska Jella Zumalia Fitri Mahir Pradana Michele Oppioli Mitha Permata Pura Muhammad Maulvi Mussalman Nabilah Alya Insani Nabilla Dyah Eka Pramudhita Nindy Resti Puranda Nova Lina Kristin Pardede Nuslih Jamiat Petrus Jayabaya Puranda, Nindy Resti Puranda, Nindy Resti Putri Az-zahra Roza Tri Meilani Rozy Fauzana Saradha Kirana Sarah Miranda Sazkia Alifia Rachmah Setyaningrum, Ayu Sulistijono Sulistijono Tri Indra Wijaksana Valencia Sahanaya Ynry Purnamasari Yogi Erlangga