The influence of social media marketing towards customer purchase decision with brand awareness as mediator at Kito Home Gallery Medan

Yaprianko, Therysia (2022) The influence of social media marketing towards customer purchase decision with brand awareness as mediator at Kito Home Gallery Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kito Home Gallery is a family-based retail store which runs its business in Medan city and primarily sells tiles, home décor, and other home goods. Kito Home Gallery’s brand awareness and social media marketing turns out is not enough as it shows slow growth and lower products sold on e-commerce compared with its competitors. This research employed primary and secondary data, with total sample of 97 respondents. The data was analyzed using SPSS 25.0 and Sobel Test calculator. The researcher applied quantitative and causal research with survey method by questionnaire as instrument of the research. The questionnaire will be distributed among Kito Home Gallery’s Customers that ever made purchase at least once. The research design applied for this research is descriptive design with non-probability and purposive sampling technique. The distribution of questionnaires has passed the validity and reliability test. The data tested also have passed the normality, heteroscedasticity, multicollinearity, and linearity test. From the hypothesis testing, it can be concluded that; (1) Social Media Marketing influence Brand Awareness; (2) Brand Awareness influence Customer Purchase Decision; (3) Social Media Marketing influence Customer Purchase Decision; (4) Brand Awareness able to mediate the relationship between Social Media Marketing on Customer Purchase Decision. Recommendations for Kito Home Gallery are post more engaging and “behind the scene” contents, regularly post crucial information that is clear and can be easily access, and reward customers who are willing to share their experiences in social media./ Kito Home Gallery adalah toko ritel berbasis keluarga yang menjalankan bisnisnya di kota Medan yang terutama menjual keramik, dekorasi rumah, dan barang-barang rumah lainnya. Kesadaran merek dan pemasaran media sosial Kito Home Gallery ternyata tidak cukup karena menunjukkan pertumbuhan yang lambat dan produk yang terjual di e-commerce lebih rendah dibandingkan dengan para pesaingnya. Penelitian ini menggunakan data primer dan data sekunder, dengan jumlah sampel sebanyak 97 responden. Data yang analisa menggunakan SPSS 25.0 dan kalkulator Sobel Test. Peneliti menerapkan penelitian kuantitatif dan kausal dengan metode survei dengan kuesioner sebagai instrumen penelitian. Kuesioner akan dibagikan kepada pelanggan Kito Home Gallery yang pernah melakukan pembelian minimal satu kali. Desain penelitian yang digunakan dalam penelitian ini adalah desain deskriptif dengan teknik non-probability dan purposive sampling. Penyebaran kuesioner telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, heteroskedastisitas, multikolinearitas, dan linieritas. Dari pengujian hipotesis dapat disimpulkan bahwa; (1) Pemasaran Media Sosial mempengaruhi Kesadaran Merek; (2) Kesadaran Merek mempengaruhi Keputusan Keputusan Pembelian Pelanggan; (3) Pemasaran Media Sosial mempengaruhi Keputusan Pembelian Pelanggan; (4) Kesadaran Merek mampu memediasi hubungan antara Pemasaran Media Sosial terhadap Keputusan Pembelian Pelanggan. Rekomendasi untuk Kito Home Gallery adalah memposting konten yang lebih menarik dan “behind the scene”, secara teratur memposting informasi penting dengan jelas dan dapat diakses dengan mudah, serta memberikan hadiah kepada pelanggan yang bersedia untuk membagikan pengalaman mereka di media social.

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