The influence of social media marketing and brand awareness on purchase intention of coconut island clothing brand (case study of millennial in Medan)

Vanessa Tanadi, Vanessa (2023) The influence of social media marketing and brand awareness on purchase intention of coconut island clothing brand (case study of millennial in Medan). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Every aspect of human life has changed significantly due to technology. One of the fundamental components of technology is the internet. The internet has created a platform where individuals, businesses, and other people may interact and advertise their goods and services to gain a larger market share. It is believed that businesses need to determine what influences consumers' intention to purchase a product. This study takes Coconut Island Clothing Brand as the main research object because the business is experiencing various challenges because of the emergence of various fashion brands that are more attractive to consumers and impact the existence of the business. The research implemented quantitative study method with convenience sampling to obtained data from 97 respondents. Data was collected by using questionnaires. The data were analyzed using multiple linear regression method with SPSS 25.0 software. All hypotheses proposed in this research are accepted. The results of the research shows that social media marketing and brand awareness partially has influence on purchase intention and social media marketing and brand awareness simultaneously have influence on purchase intention. It is recommended that Coconut Island need to be more active in social media by creating interesting content for their followers as well as collaborating with public figure to market their products. Besides, Coconut Island also need to create promotional concept in special occasion so that they can attract more customers to recognize the brand. The business also needs to do attractive advertising to increase intention of customers to purchase. / Setiap aspek kehidupan manusia telah mengalami perubahan signifikan karena teknologi. Salah satu komponen fundamental dari teknologi adalah internet. Internet telah menciptakan platform di mana individu, bisnis, dan orang lain dapat berinteraksi dan memasarkan barang dan jasa mereka untuk mendapatkan pangsa pasar yang lebih besar. Dipercayai bahwa bisnis perlu menentukan apa yang memengaruhi niat konsumen untuk membeli produk. Studi ini mengambil Coconut Island Clothing Brand sebagai objek penelitian utama karena bisnis ini mengalami berbagai tantangan akibat munculnya berbagai merek fashion yang lebih menarik bagi konsumen dan berdampak pada eksistensi bisnis tersebut. Penelitian ini menggunakan metode studi kuantitatif dengan convenience sampling untuk mendapatkan data dari 97 responden. Data dikumpulkan dengan menggunakan kuesioner. Data dianalisis menggunakan metode regresi linear berganda dengan perangkat lunak SPSS 25.0. Semua hipotesis yang diajukan dalam penelitian ini diterima. Hasil penelitian menunjukkan bahwa pemasaran media sosial dan kesadaran merek secara parsial memengaruhi niat pembelian, serta pemasaran media sosial dan kesadaran merek secara bersama-sama memengaruhi niat pembelian. Disarankan agar Coconut Island menjadi lebih aktif di media sosial dengan menciptakan konten menarik untuk pengikut mereka serta berkolaborasi dengan figur-figur publik untuk memasarkan produk mereka. Selain itu, Coconut Island juga perlu menciptakan konsep promosi pada saat tertentu agar mereka dapat menarik lebih banyak pelanggan untuk mengenali merek tersebut. Bisnis juga perlu melakukan iklan yang menarik untuk meningkatkan niat pelanggan untuk membeli.

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