Track: Business Management

Abstract

Along with the development of technology, at the same time the development of marketing is also of various kinds, this is indicated by the emergence of forms of marketing on social media where in this study focuses on marketing on Instagram social media and consumer awareness of brands that do marketing on Instagram social media. Speedtuner is the object of this research with the Instagram account @speedtuner_indonesia, this original Indonesian auto-wardrobe brand carries out marketing activities, increasing brand awareness to consumers on Instagram social media. The purpose of this study was to determine the influence of social media marketing and brand awareness on interest in buying Speedtuner in Indonesia. The independent variable in this study is social media marketing with indicators of online communities, interaction, sharing content, accessibility and credibility, the second independent variable is brand awareness with indicators unaware, recognition, recall and top of mind and the dependent variable is purchase intention with indicators of attention, interest, desire and action. The method used in this research is descriptive quantitative and uses data collection techniques through the distribution of online questionnaires namely google form to a total of 250 samples. The results of the study prove that there is a significant influence between social media marketing on purchase intention and there is a significant influence between brand awareness on purchase intention partially. And this research proves that there is a significant influence of social media marketing and brand awareness on the interest in buying Speedtuner in Indonesia simultaneously. Social media marketing variables and Speedtuner brand awareness have an influence on Speedtuner consumer purchase intention by 60.1%, and 39.9% other influences are determined by variables not examined in this study.

Keywords

Social Media Marketing, Brand Awareness, Purchase Intention, Speedtuner