Pengaruh social media marketing dan brand awareness terhadap minat beli produk fesyen muslimah merek Hameeda di platform e-commerce Shopee dan Tokopedia
DOI:
https://doi.org/10.60036/jbm.1008Keywords:
Pemasaran Media Sosial, Kesadaran Merek, Minat Beli, E-Commerce, Fesyen MuslimahAbstract
Tujuan – Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Brand Awareness terhadap minat beli konsumen pada produk fesyen Muslimah merek Hameeda di platform e-commerce Shopee dan Tokopedia, baik secara parsial maupun simultan.
Desain/metodologi/pendekatan – Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Sebanyak 228 responden dipilih melalui teknik purposive sampling dari followers akun Instagram @hameeda.official. Data dikumpulkan melalui kuesioner daring berskala Likert 1–5 dan dianalisis menggunakan Regresi Linier Berganda dengan SPSS versi 26.
Temuan – Hasil penelitian menunjukkan bahwa Social Media Marketing (β = 0,271; t = 4,102; Sig. = 0,000) dan Brand Awareness (β = 0,414; t = 6,607; Sig. = 0,000) masing-masing berpengaruh positif dan signifikan terhadap minat beli. Secara simultan, kedua variabel juga berpengaruh signifikan (F-hitung = 47,836; Sig. = 0,000) dengan koefisien determinasi (R²) sebesar 0,298. Brand Awareness merupakan prediktor paling dominan.
Keterbatasan penelitian – Penelitian ini hanya menguji dua variabel independen (Social Media Marketing dan Brand Awareness) serta hanya menyasar followers Instagram @hameeda.official sebagai populasi, sehingga belum mencerminkan seluruh basis konsumen potensial Hameeda di berbagai platform digital lainnya.
Implikasi – Hasil penelitian memberikan implikasi praktis bagi strategi pemasaran digital UMKM fesyen Muslimah agar mengutamakan penguatan kesadaran merek secara paralel dengan aktivitas promosi media sosial guna mengoptimalkan konversi minat beli di e-commerce.
Kebaruan – Penelitian ini mengisi celah literatur dengan berfokus pada merek lokal fesyen Muslimah (Hameeda) yang beroperasi di dua platform e-commerce sekaligus (Shopee dan Tokopedia), sebuah konteks yang masih jarang diteliti secara empiris di Indonesia.
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