Pengaruh Promosi melalui Media Sosial dan Kesadaran Merek terhadap Minat Beli Air Minum dalam Kemasan dengan Merek Aqua pada Mahasiswa Pendidikan Ekonomi FKIP UNS

Abstract

ABSTRACT This study aims to determine: (1) the influence of promotion through social media towards interest in buying drinking water in packaging with aqua brand to economic education students of Teacher Training and Education Faculty of Sebelas Maret University, Surakarta. (2) The influence of brand towards interest in buying drinking water in packaging with aqua brand to economic education students of Teacher Training and Education Faculty of Sebelas Maret University, Surakarta. (3) The influence of promotion through social media and brand awareness towards interest in buying drinking water in packaging with aqua brand to economic education students of Teacher Training and Education Faculty of Sebelas Maret University, Surakarta. Methods used in research is descriptive quantitative .The population of the research are students of economic education class year 2014 , 2015 , and 2016. The data collection technique used in this research is proportionate stratified random sampling, as many as 131 students. Data collection techniques used is the method survey by the analysis of multiple regression. Based on the results of the study, it can be concluded that: (1) There is a significant positive influence between promotion through social media towards interest in buying drinking water in packaging with aqua brand to economic education students of Teacher Training and Education Faculty of Sebelas Maret University, Surakarta. (Price t count> ttable or 2.081> 1.979 at 5% significance level). (2) There is a significant positive influence between brand awareness towards interest in buying drinking water in packaging with aqua brand to economic education students of Teacher Training and Education Faculty of Sebelas Maret University, Surakarta. (Price t count> ttable or 4,832> 1,979 at significance level 5%). ABSTRAK Tujuan penelitian ini adalah untuk mengetahui (1) Pengaruh promosi melalui media sosial terhadap minat beli AMDK dengan merek Aqua pada mahasiswa Program Studi Pendidikan Ekonomi FKIP UNS (2) Pengaruh kesadaran merek terhadap minat beli AMDK dengan merek Aqua pada mahasiswa Program Studi Pendidikan Ekonomi FKIP UNS (3) Pengaruh promosi melalui media sosial dan kesadaran merek terhadap minat beli AMDK dengan merek Aqua pada mahasiswa Program Studi Pendidikan Ekonomi FKIP UNS. Penelitian ini menggunakan teknik pengumpulan data kuesioner. Teknik analisis data yang digunakan adalah teknik analisis regresi linier berganda. Hasil penelitian menunjukkan (1) Terdapat pengaruh promosi melalui media sosial dan kesadaran merek terhadap minat beli AMDK merek Aqua dengan nilai probabilitas uji F sebesar 0,000 lebih kecil dari 0,05 (2) Variabel promosi melalui media sosial memiliki signifikansi 0,039; variabel kesadaran merek memiliki signifikansi 0,275 sehingga disimpulkan bahwa variabel promosi melalui media sosial dan kesadaran merek mempunyai pengaruh secara parsial terhadap minat beli AMDK dengan merek Aqua pada mahasiswa Program Studi Pendidikan Ekonomi FKIP UNS (3) promosi melalui media sosial dan kesadaran merek mempengaruhi minat beli AMDK dengan merek Aqua pada mahasiswa Program Studi Pendidikan Ekonomi FKIP UNS sebesar 29,7% yang dapat dilihat dari data nilai Adjusted R Square sebesar 0,297.