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- W4308337018 abstract "The purpose of this research is to know the influence of brand awareness, brand image, and social media marketing on bicycle purchase decision. Researcher took a sample from bicycle buyer using Google Form with a total 200 respondents. Data analysis conducted by researcher using the Smart-PLS version 2.0 program using PLS (partial least square) which is an alternative form of SEM (Structural Equation Model), PLS in this study is used to determine the extent of influence of brand awareness, brand image, and social media marketing on purchase decision. The results of this research indicate that brand awareness, brand image, and social media marketing have a significant effect on purchasing decisions. With all these results, brands who operating in the bicycle industry need to increase brand awareness, brand image and social media marketing to improve consumer purchasing decisions. Penelitian ini ditujukan untuk mengetahui pengaruh brand awareness, brand image, dan social media marketing terhadap keputusan pembelian sepeda. Peneliti mengambil sampel pembeli sepeda dengan menggunakan Google Form dengan total 200 responden. Analisis data yang dilakukan peneliti menggunakan program Smart-PLS versi 2.0 dengan menggunakan PLS (partial least square) yang adalah bentuk alternatif dari SEM (Structural Equation Model), PLS dalam penelitian ini digunakan untuk mengetahui sejauh mana pengaruh brand awareness, brand image, dan social media merketing terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa brand awareness, brand image, dan social media marketing berpengaruh secara signifikan terhadap keputusan pembelian. Dengan hasil tersebut, para brand yang bergerak di perindustrian sepeda perlu meningkatkan brand awareness, brand image, dan social media marketing untuk meningkatkan pula keputusan pembelian dari klien." @default.
- W4308337018 created "2022-11-11" @default.
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- W4308337018 date "2022-11-02" @default.
- W4308337018 modified "2023-09-26" @default.
- W4308337018 title "Pengaruh Brand Awareness, Brand Image, dan Social Media Marketing terhadap Keputusan Pembelian Sepeda" @default.
- W4308337018 doi "https://doi.org/10.24912/pr.v6i2.10415" @default.
- W4308337018 hasPublicationYear "2022" @default.
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