Pengaruh Brand Awareness dan Social Media Marketing terhadap Keputusan Pembelian Produk Lotion Vaseline
DOI:
https://doi.org/10.61722/jemba.v3i4.2786Keywords:
Brand Awareness; Social Media Marketing; Purchasing Decision; Vaseline Body Lotion.Abstract
This study was conducted to examine the influence of brand awareness and social media marketing on consumers' purchasing decisions regarding Vaseline body lotion products. A quantitative approach with a causal-associative research design was employed. Primary data were collected through an online questionnaire distributed to Indonesian consumers who had previously purchased or used Vaseline body lotion. The sample consisted of 99 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics version 26. The results indicate that brand awareness (B = 0.507; p < 0.001) and social media marketing (B = 0.299; p = 0.003) have positive and significant effects on purchasing decisions. Simultaneous analysis also shows that both variables significantly influence purchasing decisions (F = 62.734; p < 0.001), with brand awareness making the greater contribution. Therefore, strengthening brand awareness and implementing effective social media marketing strategies are important factors in encouraging consumers' purchasing decisions regarding Vaseline body lotion products.
References
Ambara Purusottama. (2021). MODEL PERILAKU KEPUTUSAN PEMBELIAN PRODUK BERBASIS AGEN: FENOMENA PENGARUH MEDIA SOSIAL. Jurnal Riset Manajemen Sains Indonesia (JRMSI), 12(2), 305–322.
Ansar, M., Udayana, I., & Maharani, B. D. (2024). Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Produk Dagadu Djokdja Melalui Minat Beli sebagai Variabel Intervening. Jurnal Ilmiah Global Education, 5(1), 280–293. https://doi.org/10.55681/jige.v5i1.2137
Ayu Chrisniyanti, C. T. F. (2022). the Impact of Social Media Marketing on Purchase Intention of Skincare Products Among Indonesian Young Adults. Eurasian Journal of Social Sciences, 10(2), 68–90. https://doi.org/10.15604/ejss.2022.10.02.001
Damayanti, A. R., Listyorini, S., Ngatno, N., & Nurseto, S. (2023). Pengaruh Celebrity Endorser dan Brand Awareness Terhadap Keputusan Pembelian Produk Somethinc (Studi Pada Konsumen Somethinc di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 12(3), 895–903. https://doi.org/10.14710/jiab.2023.39645
Hadi, M. (2024). Pengaruh Sosial Media Marketing Dan Brand Awareness. Jurnal Aplikasi Bisnis, 10 (1), 192–197. https://doi.org/10.33795/jab.v10i1.4481
Harifin, M. G., & Paramita, S. (2024). Pengaruh Brand Trust dan Brand Awareness terhadap Keputusan Pembelian Produk Kecantikan. Prologia, 8(2), 401–409. https://doi.org/10.24912/pr.v8i2.27641
I Gusti Ayu Nia Antari, Gde Bayu Surya Parwita, N. P. N. A. (2025). Analysis of the influence of social media marketing in increasing brand awareness and customer engagement on purchasing decisions in the coffee shop industry in Denpasar. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 7387–7404.
Irvan, I., & Erdiansyah, R. (2022). Marketing terhadap Keputusan Pembelian Sepeda. Prologia, 6 (2), 222–228. https://doi.org/10.24912/pr.v6i2.10415
Lusianingrum, F. P. W. (2023). How Do Social Media Marketing Activities Result in Online Purchase Decisions. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 11(2), 1895–1908. https://doi.org/10.37676/ekombis.v11i2.5046
Maimuna, R. A. Y., & Budiarti, L. (2023). Pengaruh Social Media Marketing Melalui Instagram Dan Harga Terhadap Keputusan Pembelian Konsumen Di Kopi Studio 24. Jurnal Aplikasi Bisnis, 9(2), 92–97. https://doi.org/10.33795/jab.v9i2.492
Pratama, E., Heriyadi, B. B. P., Rustam, M., & lrfani Hendri, M. (2023). Social Media Marketing on Purchase Decision: Intervening Effects of Brand Awareness in Hush Puppies Indonesia. Jurnal Humanities, Education, Journal of Business and Management (HJEBM), 4 (1), 37–46. https://doi.org/10.47310/hjebm.2023.v04i01.005
Puspita, M., & Pardede, R. (2023). The Influence of Brand Awareness and Electronic Word of Mouth on Purchase Decisions with TikTok Social Media Marketing Live Stream as mediation: A Study on Brand Cosmetic Product Consumers; Skintific in Indonesia. Jurnal Indonesia Sosial Sains, 4(11), 1142–1153. https://doi.org/10.59141/jiss.v4i11.924
Tjiptono, F. (2015). Strategi Pemasaran Edisi 4 (Edisi 4). Andi.
Vidyanata, D. (2022). STIMULUS-ORGANISM-RESPONSE (S-O-R) MODEL APPLICATION IN EXAMINING THE INFLUENCE OF SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS IN THE HEALTHCARE INDUSTRY: THE MEDIATING ROLE OF BRAND TRUST. Journal of Applied Management (JAM), 20(3), 651–667.
Wahyuningrum, M. S. (2023). Jurnal Bisnis, Manajemen, dan Keuangan Volume 4 No. 2 (2023) Pengaruh. Jurnal Bisnis, Manajemen, Dan Keuangan, 4(2), 359–373.
Yohana, I., Yulasmi, & Lusiana. (2022). Brand Awareness, Perceived Quality, Celebrity Endorser dan Iklan terhadap Keputusan Pembelian. Journal of Business and Economics (JBE) UPI YPTK, 7(3), 446–451. https://doi.org/10.35134/jbeupiyptk.v7i3.195
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
