Research Article
The Influence of Social Media Marketing On Brand Awareness and Its Impact On The Purchase Decision Of Train Passengers (A Study on Argo Parahyangan Passengers on the Bandung-Jakarta Route)
@INPROCEEDINGS{10.4108/eai.4-9-2024.2353770, author={Andhyka Fujangga Manahrasa and Yudhi Koesworodjati and Popo Suryana and Mujibah A. Sufyani}, title={The Influence of Social Media Marketing On Brand Awareness and Its Impact On The Purchase Decision Of Train Passengers (A Study on Argo Parahyangan Passengers on the Bandung-Jakarta Route)}, proceedings={Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia}, publisher={EAI}, proceedings_a={ICEBE}, year={2024}, month={12}, keywords={social media marketing brand awareness and purchase decision}, doi={10.4108/eai.4-9-2024.2353770} }- Andhyka Fujangga Manahrasa
Yudhi Koesworodjati
Popo Suryana
Mujibah A. Sufyani
Year: 2024
The Influence of Social Media Marketing On Brand Awareness and Its Impact On The Purchase Decision Of Train Passengers (A Study on Argo Parahyangan Passengers on the Bandung-Jakarta Route)
ICEBE
EAI
DOI: 10.4108/eai.4-9-2024.2353770
Abstract
This study aims to determine the influence of social media marketing on brand awareness and its impact on the purchase decision of Argo Parahyangan train passengers. The type of research used is descriptive and verificative research with a quantitative approach with a sample of 100 respondents. Testing the research instrument using validity and reliability test. Data analisys method used path analisys, correlation, and coefficient of determination. The results of the research for sub-structure I show a positive and significant influence between social media marketing on brand awareness. In sub-structure II, it shows a positive and significant influence between social media marketing and brand awareness on purchasing decisions.
