Pemanfaatan Media Sosial sebagai Media Promosi dan Brand Awareness terhadap Minat Beli Followers Kopi Kenangan
DOI:
https://doi.org/10.30640/dewantara.v5i3.7740Keywords:
Brand Awareness, Kopi Kenangan, Promotional Media, Purchase Intention, Social MediaAbstract
This study aims to examine the influence of social media utilization as a promotional medium and brand awareness on the purchase intention of Kopi Kenangan followers. The background of this study is based on the increasing use of social media as a digital marketing communication platform that enables companies to build relationships with consumers while strengthening brand awareness. This research employed a quantitative approach using an explanatory survey method. The population consisted of followers of the Instagram account @kopikenangan.id and the TikTok account @kopikenangan.id, with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using IBM SPSS Statistics through validity testing, reliability testing, classical assumption testing, simple linear regression, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results indicate that social media utilization as a promotional medium has a positive and significant effect on purchase intention, brand awareness also has a positive and significant effect on purchase intention, and simultaneously, social media utilization as a promotional medium and brand awareness have a positive and significant effect on the purchase intention of Kopi Kenangan followers. These findings indicate that optimizing promotional content on social media can enhance brand awareness and encourage consumers' purchase intention toward Kopi Kenangan products.
References
Ahmad, et al. (2022). Karakteristik dewan direksi dan pengungkapan risiko perusahaan: Peran moderasi kepemilikan keluarga pada perusahaan makanan dan minuman. 7(6).
Al., N., et al. (2021). Pemanfaatan aplikasi TikTok sebagai media promosi untuk meningkatkan brand awareness (Studi kasus pada PT. Es Teh Indonesia). 6(November).
Amin, N. F., Garancang, S., & Abunawas, K. (2023). Konsep umum populasi dan sampel dalam penelitian. PILAR, 14(1), 15–31.
Annisa, et al. (2020). Effect of work efficiency, effectiveness of accounting information systems, use of information technology and user satisfaction accounting information systems towards individual performance in PT. Pos Indonesia (Persero) Jambi Pos Office. 5(3), 192–202.
Barus, D. S., & Siregar, O. M. (2023). Pengaruh pelatihan dan penilaian kerja terhadap kinerja karyawan di Kantor Pos Medan. Jurnal Administrasi Bisnis, 1(2), 65–79. https://doi.org/10.58471/jeami.v1i02.93
Damanik, M. R., Manik, R. L., & Khadafi, M. (2025). Metode penelitian kuantitatif: Konsep, jenis, tahapan dan kelebihan. [Nama jurnal tidak tersedia], 13479–13496.
Dodiet Aditya. (2021). Hipotesis dan variabel penelitian. Tahta Media Group.
Faulina, A. (2019). Pengaruh efektivitas peran komite audit dan pelaksanaan audit internal terhadap good corporate governance PT Kereta Api Indonesia (Persero) [Skripsi/tesis, sumber tidak tersedia].
Harahap, I. F. (2017). Hubungan pengetahuan dan sikap pasien diabetes mellitus dengan kepatuhan dalam melaksanakan diet Kabupaten Padang Lawas Utara. [Nama jurnal tidak tersedia], 2017–2019.
Iba, Z., & Wardhana, A. (n.d.). Operasionalisasi variabel, skala pengukuran & instrumen penelitian kuantitatif.
Journal, I. I., & Economics, S. (2025). Analyzing the role of customer-based brand equity (CBBE) in shaping purchase intention on Instagram: A study in the beauty industry. 8(2), 4444–4465.
Keller, K. L. (2013). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Leticia, C. B. (2024). Perancangan brand campaign dan media promosi Instagram untuk meningkatkan awareness brand Scentella. 14(1), 51–60. https://doi.org/10.37715/vicidi.v14i1.3897
Maulana, Z. A. (2022). Konsep filsafat positivisme perspektif Auguste Comte. 7(3), 31–40.
Müller, R., & Muller, C. (2024). Influence of consumer-based brand equity on the purchase intention of wearable activity tracker brands. 12(1), 23–32.
Mulyati, H. P., & Sudrajat, A. (2024). Efektivitas model AIDA sebagai strategi pemasaran dan e-WOM untuk memengaruhi minat beli konsumen di era digital (Studi kasus pada produk Hanasui). 13(4), 873–881.
Octaviani, S., & Ramli, M. R. (2025). Strategi komunikasi pemasaran digital produk @natamasplast_ pada media sosial Instagram.
Rosmayanti, M. (2023). Pengaruh brand image dan brand awareness terhadap keputusan pembelian konsumen Mixue. 05(03), 8126–8137. https://doi.org/10.31004/joe.v5i3.1600
Sosial, J., Cahyadi, I. A., & Sirait, T. (n.d.). Pengaruh model AIDA melalui Instagram terhadap keputusan pembelian konsumen Panda Ramen. [Nama jurnal tidak tersedia], 2138–2153.
Sudana, I. K., Ngurah, P., Dwi, G., Muhammad, M., Rachmadhan, F., Putu, A., Agustia, Y., & Zulfikar, P. (2025). Penerapan model digital marketing AIDA dalam pengembangan media sosial (Studi kasus UMKM Desa Baturiti). 6(2). https://doi.org/10.31949/entrepreneur.v6i2.13735
Sugiyono, P. D. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D.
Fitriani, S., et al. (2025). Konsep statistika inferensial, hipotesis dan pengujian hipotesis, taraf signifikansi. 4(2), 3478–3484.
Suryadi, D. (2015). The impact of brand equity towards purchase intention on PT. X's candy. 3(2), 1–8.
Syarifuddin, S. (2015). Dukungan orang tua terhadap prestasi atlet renang Jawa Barat. [Nama jurnal tidak tersedia], 33–51.
Tarigan, R. R. (2017). Survei minat siswa kelas VIII SMP Negeri 1 Payung dalam mengikuti ekstrakurikuler sepak bola tahun pelajaran 2020/2021.
Win, M. (2023). Filosofi penelitian kuantitatif dalam manajemen pendidikan Islam. 6, 1965–1976.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Rika Fadia Putri, Youna Chatrine Bachtiar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
