Pengaruh Facebook Ads dan Citra Merek terhadap Minat Beli

Bima Cipta Panca, Septiana Ayu Estri, M. Malik Akbar

Abstract


Abstract. This aim of the study was to find out the application of Facebook Ads conducted by Matoa Indonesia. As well to find out the brand image on Matoa Indonesia, also to find out the purchase intention on Matoa Indonesia and to find out how much influence Facebook Ads and Brand Image to Purchase Intention has. This study was conducted on Matoa Indonesia consumers. Survey method was conducted with non-probability accidental sampling. A qualitative verification approach was chosen for the study. The population that used in this study is Matoa Indonesia consumers. The collected sample were 99 respondents. A multiple linear analysis was used to find out the relationship between independent variables (X1) and (X2) with the dependent variable (Y). The results confirm that Facebook Ads variable partially has no significant influence on Purchase Intention, while the Brand Image variable partially has a significant influence on Purchase Intention, and simultaneously the Facebook Ads and Brand Image variables have significant effect on Purchase Intention in Matoa Indonesia.

Keywords: Facebook Ads, Brand Image, Purchase Intention, Advertising, Digital Advertising

Abstrak. Penelitian ini ditujukan untuk mengetahui penerapan Facebook Ads yang dilakukan oleh Matoa Indonesia, serta untuk mengetahui Brand Image pada Matoa Indonesia, juga mengetahui Minat Beli pada Matoa Indonesia dan untuk mencari seberapa besar pengaruh Facebook Ads dan Brand Image terhadap Minat Beli. Penelitian ini dilakukan pada konsumen Matoa Indonesia. Metode yang digunakan adalah metode survei dengan teknik penarikan sampel non-probability accidental sampling. Jenis penelitian ini adalah kuantitatif verifikatif. Populasi dalam penelitian ini adalah konsumen Matoa Indonesia. Sampel yang diambil adalah 99 orang responden. Metode analisis data yang digunakan adalah analisis linear berganda yang bertujuan untuk mengetahui hubungan antara variabel independen (X1) dan (X2) dengan variabel dependen (Y). Hasil pengujian ini menyatakan bahwa variabel Facebook Ads secara parsial tidak berpengaruh signifikan terhadap Minat Beli, dan variabel Brand Image secara parsial berpengaruh secara signifikan terhadap Minat Beli. dan secara simultan variabel Facebook Ads dan Brand Image berpengaruh signifikan terhadap Minat Beli pada Matoa Indonesia.

Kata Kunci: Facebook Ads, Citra Merek, Minat Beli, Periklanan, Iklan Digital


Keywords


Manajemen, Universitas Islam Bandung

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References


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