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Pengaruh Social Media Marketing Instagram @erigostore Terhadap Minat Beli Melalui Brand Awareness | <hr /> (mysql): SELECT * FROM authors WHERE submission_id = 5456 ORDER BY seq   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8861'   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8862'   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8863'   <hr /> Muhammad | Jurnal Dinamika Ilmu Komunikasi
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Pengaruh Social Media Marketing Instagram @erigostore Terhadap Minat Beli Melalui Brand Awareness

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Ananda Rendy Muhammad, Yos Horta Meliala, Citra Eka Putri

Abstract


Social Media Marketing (SMM) telah menjadi strategi utama dalam pemasaran digital, terutama melalui platform seperti Instagram. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap minat beli dengan brand awareness sebagai variabel mediasi pada akun Instagram @erigostore. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data regresi dan uji mediasi. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh signifikan terhadap minat beli baik secara langsung maupun melalui brand awareness sebagai variabel mediasi. Implikasi dari penelitian ini menegaskan pentingnya strategi pemasaran digital yang optimal guna meningkatkan kesadaran merek dan konversi penjualan.

Keywords


Social Media Marketing; Brand Awareness; Minat Beli

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DOI: https://doi.org/10.32509/dinamika.v11i1.5456
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