DOI: https://doi.org/10.9744/pemasaran.12.1.47─52

PROMOSI MELALUI SOSIAL MEDIA, BRAND AWARENESS, PURCHASE INTENTION PADA PRODUK SEPATU OLAHRAGA

Hatane Semuel, Kelvin Yohanes Setiawan

Abstract


Penelitian menganalisa pengaruh promosi, brand awareness, dan purchase intention produk sepatu olahraga di Surabaya melalui sosial media. Sosial media yang digunakan berpromosi berupa foto produk ataupun potongan harga dipublikasikan di Instagram, facebook, dan twitter. Sampel penelitian 100 responden masyarakat Surabaya yang telah melihat promosi di sosial media sepatu olahraga Specs. Pengukuran promosi (X1) dengan indikator need recognition, finding buyers, brand building, evaluation of alternatives, dan customer retention. Pengukuran purchase intention (Y2) dengan indikator rangsangan, kesadaran, dan pencarian informasi. Pengukuran Brand awareness (Y1) dengan indikator konsumen paham merek produk, mampu membandingkan merek produk di antara pesaing, dan mampu mendeskripsi ciri merek produk dengan cepat. Hasil penelitian menunjukkan: (1) Promosi berpengaruh positif terhadap brand awareness produk sepatu olahraga yang digunakan; (2) Brand awareness berpengaruh positif terhadap purchase intention; (3) promosi berpengaruh positif terhadap purchase intention. Brand awareness dapat menjadi mediasi antara promosi dan purchase intention

Keywords


Promosi, sosial media, brand awareness, purchase intention

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DOI: https://doi.org/10.9744/pemasaran.12.1.47─52