Pengaruh Social Media Marketing terhadap Minat Beli yang di Moderasi Brand Image
Abstract
Abstract. This research focuses on social media marketing variables, purchase intention, and brand image. This research aims to determine the relationship between social media marketing and purchase interest and the role of brand image as a moderating variable for Instagram Wingman Denim consumers in Bandung City. The method used in this research is a survey method via questionnaires as a data collection technique. The objects of this research were Instagram Wingman Denim consumers in Bandung City using a sample size of 140 people. The sampling technique in this research used random sampling. There are two hypotheses in this research. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this research show that there is a positive and significant influence between social media marketing on purchase intention among Wingman Denim Instagram consumers in Bandung City. Furthermore, brand image strengthens the relationship between social media marketing and purchase intention among Wingman Denim Instagram consumers in Bandung City.
Abstrak. Penelitian ini berfokus pada variabel social media marketing, minat beli, dan brand image. Penelitian ini bertujuan untuk mengetahui hubungan antara social media marketing dan minat beli serta peran brand image sebagai variabel moderasi pada konsumen Instagram Wingman Denim di Kota Bandung. Metode yang digunakan pada penelitian ini adalah metode survei melalui kuesioner sebagai teknik pengumpulan data. Objek pada penelitian ini adalah konsumen Instagram Wingman Denim di Kota Bandung dengan menggunakan jumlah sampel sebanyak 140 orang. Teknik sampling pada penelitian ini menggunakan random sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif dan signifikan antara social media marketing terhadap minat beli pada konsumen Instagram Wingman Denim di Kota Bandung. Selanjutnya, brand image memperkuat hubungan antara social media marketing terhadap minat beli pada konsumen Instagram Wingman Denim di Kota Bandung.
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