Pengaruh Social Media Marketing Terhadap Brand Awareness Pada E-Commerce Hijup

Nina Halimatu Salamah, Diana Triwardhani, Heni Nastiti

Abstract


This research is a quantitative study that aims to determine the effect of social media marketing towards brand awareness on Hijup e-commerce. Hijup e-commerce is a Muslim fashion e-commerce originating from Indonesia which experienced a decrease in the number of website visitors during the period 2018 to 2020, and this means that the popularity of Hijup e-commerce has also decreased. By maximizing social media marketing, it will make the wider community more aware of the existence of this e-commerce, and also this will increase the number of visitors to the Hijup e-commerce website. The population in this study were Muslim women who were active users of social media and who also lived or who are doing activities in the area around Jakarta. The sample size was taken as many as 70 respondents, with a non-probability sampling method with purposive sampling type. Data collection was carried out by distributing online questionnaires, which is the google form. The data analysis technique used is descriptive and inferential analysis, using a tool for testing, namely SPSS Version 26. The results of this study indicate that social media marketing has a significant effect on brand awareness by 39%.


Keywords


Brand Awareness; Social Media Marketing

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References


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