The Influence Of Social Media Marketing And Brand Awareness On The Interest In Purchasing Products Of PT Pegadaian (Persero) Lahat Branch, Regional Office III, Palembang
Abstract
The purpose of this study is to determine the influence of social media marketing on product purchase intention at PT Pegadaian (Persero), Lahat Branch, Regional Office III, Palembang. To determine the influence of brand awareness on product purchase intention at PT Pegadaian (Persero), Lahat Branch, Regional Office III, Palembang. To determine the joint influence of social media marketing and brand awareness on product purchase intention at PT Pegadaian (Persero), Lahat Branch, Regional Office III, Palembang. The sample in this study was customers of PT Pegadaian (Persero), Lahat Branch, Regional Office III, Palembang, calculated using the Slovin formula with a 90% confidence level and a 10% error rate (0.1). Therefore, the method used in this study was accidental sampling. The accidental sampling method is a sampling method conducted by the author by chance by distributing questionnaires to customers of PT Pegadaian (Persero), Lahat Branch, Regional Office III, Palembang. Based on calculations using the Slovin formula, a sample of 86 individuals was obtained for the study, representing the entire population. The analysis and discussion revealed that social media marketing significantly influenced product purchase intention at PT Pegadaian (Persero) Lahat Branch, Regional Office III, Palembang. Brand awareness significantly influenced product purchase intention at PT Pegadaian (Persero) Lahat Branch, Regional Office III, Palembang. Social media marketing and brand awareness simultaneously significantly influenced product purchase intention at PT Pegadaian (Persero) Lahat Branch, Regional Office III, Palembang.
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