PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI BANJARMASIN

Abstract

This study has the following objectives: 1) to determine the effect of social media marketing Instagram on consumer purchasing decisions for honda motorbikes in Banjarmasin; 2) determine the effect of brand awareness on consumer purchasing decisions for Honda motorbikes in Banjarmasin; and 3) knowing the joint influence of social media marketing and brand awareness on consumer purchasing decisions for Honda motorbikes in Banjarmasin.

The research method uses a quantitative approach using research instruments in the form of questionnaires using multiple linear regression analysis methods. This study uses purposive sampling with a total sample of 100 respondents.

The results showed that, among others: 1) there was an influence of social media marketing on consumer purchasing decisions for Honda motorbikes in Banjarmasin; 2) there is an effect of brand awareness on consumer purchasing decisions for Honda motorbikes in Banjarmasin; and 3) there is a collective influence of social media marketing and brand awareness on consumer purchasing decisions for Honda motorbikes in  Banjarmasin