PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP KEPUTUSAN PEMBELIAN PADA JASA TITIP ONLINE DI INSTAGRAM DENGAN BRAND CONSCIOUSNESS DAN VALUE CONSCIOUSNESS SEBAGAI VARIABEL MEDIASI (STUDI KASUS DI SOLO RAYA)

  • Aisyiyah Nur Aldilla Universitas Muhammadiyah Surakarta
  • Sidiq Permono Nugroho Universitas Muhammadiyah Surakarta

Abstract

This research aims to examine the mediating influence of brand consciousness and value consciousness on the relationship between social media marketing activities and purchase decisions on online titip services on Instagram.


The type of research used in this research is quantitative with the research population being the people of Solo Raya who have used online entrusting services on Instagram. In this research, the data collection method uses online questionnaire distribution using Google Forms.


Based on the analysis that has been carried out, the researchers concluded that: social media marketing activities have a positive and significant effect on purchasing decisions and brand consciousness; brand consciousness has a positive and significant effect on purchasing decisions; social media marketing activities have a positive and significant effect on value consciousness; value consciousness has a positive and significant effect on purchasing decisions; and brand consciousness and value consciousness have mediated social media marketing activities and purchasing decisions for online titip services on Instagram.

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Published
2024-03-15
How to Cite
ALDILLA, Aisyiyah Nur; NUGROHO, Sidiq Permono. PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP KEPUTUSAN PEMBELIAN PADA JASA TITIP ONLINE DI INSTAGRAM DENGAN BRAND CONSCIOUSNESS DAN VALUE CONSCIOUSNESS SEBAGAI VARIABEL MEDIASI (STUDI KASUS DI SOLO RAYA). Jurnal Manajemen, [S.l.], v. 14, n. 1, p. 165 - 182, mar. 2024. ISSN 2541-4348. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/manajemen/article/view/4166>. Date accessed: 25 apr. 2024. doi: https://doi.org/10.30738/jm.v14i1.4166.