PENGARUH SOCIAL MEDIA MARKETING DENGAN MEDIASI BRAND AWARENESS TERHADAP PURCHASE DECISION DI SUIS BUTCHER STEAK HOUSE KOTA BANDUNG

    Laras Auliya, - and Agus Sudono, - and Purna Hindayani, - (2025) PENGARUH SOCIAL MEDIA MARKETING DENGAN MEDIASI BRAND AWARENESS TERHADAP PURCHASE DECISION DI SUIS BUTCHER STEAK HOUSE KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Di era digital ini, media sosial adalah alat yang sangat efektif bagi bisnis untuk meningkatkan kesadaran merek, meningkatkan interaksi dengan konsumen, dan meningkatkan penjualan. Suis Butcher Steak House merupakan salah satu steak house di Kota Bandung yang memanfaatkan media sosial untuk meningkatkan penjualan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh social media marketing (X) dengan mediasi brand awareness (Z) terhadap Purchase decision (Y) di Suis Butcher Steak House Kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis analisis deskriptif dan verifikatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner terhadap 100 responden yang merupakan konsumen Suis Butcher Steak House. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4 digunakan untuk menguji hubungan antar variabel. Hasil penelitian ini menunjukkan bahwa social media marketing berpengaruh positif dan sifnifikan terhadap brand awareness, social media marketing berpengaruh positif dan sifnifikan terhadap Purchase decision, brand awareness memediasi social media marketing terhadap Purchase decision. In this digital era, social media is a very effective tool for businesses to increase brand awareness, improve interaction with customers, and increase sales. Suis Butcher Steak House is one of the steak houses in Bandung that utilizes social media to increase sales. The purpose of this study is to analyze the effect of social media marketing (X) with mediation of brand awareness (Z) on Purchase decision (Y) at Suis Butcher Steak House is one of the steak houses in Bandun. The method used in this research is quantitative method with descriptive and verification analysis. Data collection was carried out by distributing questionnaires to 100 respondents who were consumers of Suis Butcher Steak House. The data analysis technique using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 was used to test the relationship between variabels. The results of this study indicate that social media marketing has a positive and significant effect on brand awareness, social media marketing has a positive and significant effect on Purchase decision, brand awareness mediates social media marketing on Purchase decision. Recommendations for Suis Butcher Steak House, improve visual social media content with more creative images or videos, work with relevant influencers, strong storytelling strategies, catchy slogans, and consistent social media campaigns to attract customers.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing Agus Sudono: 6134240 Purna Hindayani: 6745708
    Uncontrolled Keywords: social media marketing, purchase decision, brand awareness, Suis Butcher Steak House social media marketing, purchase decision, brand awareness, Suis Butcher Steak House
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Alsa Kurnia Muhammad Rizky
    Date Deposited: 23 Sep 2025 02:18
    Last Modified: 23 Sep 2025 02:18
    URI: http://repository.upi.edu/id/eprint/134537

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