THE INFLUENCE OF SOCIAL MEDIA NETWORK MARKETING AND BRAND AWARENESS OF CONSUMER INTENT
Asep Munawar1, Ratih Hurriyati 2, Puspodewi Dirgantara 3

Universitas Pendidikan Indonesia

Abstract

This research aims to test the influence of social media network marketing and brand awareness on the intention of buying consumers, the method of research used survey with quantitative approach, sampling techniques in this study of saturated sampling is a student who is attending the campus STIE Wikara semester 2 2019 amounting to 70 people, with several categories of purchases such as buying and selling clothes, hoods, shoes or sandals and bags. The data analysis technique used is double linear regression analysis.The results showed that social media network marketing and brand awareness were of significant effect on consumers buying intent, or had a significant role in the consumers decision to purchase a product, other findings suggest that social media network marketing and brand awareness were related to consumer buying intent, where consumer engagement acted in influencing social media users and brand awareness to have consumer buying intent.The research reinforces that it should respond to the importance of increasing social media use and brand awareness because it has a strong influence on the intent of consumer buying.

Keywords: Social media Network marketing, brand awareness, consumer intent

Topic: Marketing Management