Jurnal Fokus Manajemen Bisnis
Vol. 13 No. 1 (2023)

PERAN INFLUENCER MEDIA SOSIAL DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN

Bunga Adelia Putri (Universitas Telkom)
Putu Nina Madiawati (Universitas Telkom)

Article Info

Publish Date
06 Mar 2023

Abstract

A successful digital marketing strategy can lead to a company's success. Social media influencers and brand awareness are two commonly used digital marketing strategies recently. This study aims to determine how brand awareness and social media influencers influence customers' purchase decisions for the Erigo Brand. The study used Purposive sampling as the sampling technique to obtain the primary data of 100 Erigo customers. The collected data were analyzed in the SPSS program using the linear regression method. Results of the study show that social media influencers and brand awareness positively affect customers' purchase decisions for Erigo Brand.

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Journal Info
Jurnal Fokus Manajemen Bisnis
Website

Abbrev

fokus

Publisher

Universitas Ahmad Dahlan

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

FOKUS Jurnal Manajemen Bisnis mencakup penelitian yang berkaitan dengan: 1. Manajemen Pemasaran 2. Manajemen Keuangan dan Perbankan 3. Manajemen Sumber Daya Manusia 4. Manajemen Operasi 5. Manajemen Strategik 6. Manajemen Pengetahuan 7. Bisnis, Inovasi, Ekonomi. 8. Kewirausahaan 9. Manajemen ...