Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022
CORRELATION BETWEEN SOURCE OF AWARENESS TO BRAND
AWARENESS WITH BUYING DECISION IN WEST JAVA FMCG
CONSUMER
Arief Rachmansyah1 Universitas Inaba.
Jl.
Soekarno Hatta No.
Batununggal.
Kec.
Bandung Kidul.
Kota Bandung.
Jawa Barat.
Indonesia rachmansyah@inaba.
ABSTRACT
Social media is a source of awareness among many other sources of awareness such as TV/radio, billboards/outdoor media, outlets such as shops, mini markets, stalls, people around such as friends, family etc.
This study aims to find out how often people use, seek information and see advertisements on social media, and does this affect the effectiveness of social media sources of awareness? Also to find out whether brand awareness affects purchasing decisions? Especially for brand awareness in the food and beverage product category.
Data were collected from 531 respondents using the survey method through a structured questionnaire with a seven-point Likert scale.
Data analysis used frequency analysis, mean, standard deviation and regression analysis.
In this study it was found that the frequency of people using social media is very high and social media is an effective source of awareness which ultimately has a significant effect on purchasing decisions.
Keywords: Social media, source of awareness, brand awareness, purchasing decisions Introduction From Hootsuite 2021 data it is known that out of a total population of 83 billion people in the world, 4.
billion people or 59.
5% use the internet and internet users continue to grow from year to year as an example, internet users in 2021 in January added 316 million people vs January 2020.
Even internet users in Indonesia, both in terms of percentage and growth, are bigger than internet users in the With the number of internet users amounting to 73.
7% of the Likewise Indonesia, the number of social media users is as many as 170 million people 8% of the population and grew by 3% compared to last year.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 Nielsen data, which is one of the largest research companies in the world, which focuses on marketing research, it turns out that not all FMCG product purchasing decisions are significantly affected by social media marketing.
The top 4 most used social media platforms in Indonesia are Youtube For this reason, this research was conducted to answer how often people Instagram 86.
6% and Facebook 85.
use social media and whether social for other platforms below 70%.
media is the most effective source of Whatsapp awareness and influences purchasing decisions? However, in this study it was limited only to food and beverage products with respondents spread across West Java.
In line with several previous researchers, such as Joanna Bednardz 2019.
Mohamed Moosa 2020 and R.
Vidhya 2021 in their research on the effect of social media on buying FMCG concluded that social media has a decisions and has experienced growth over time, but when viewed from AC Method of Implementation According to Sugiyono .
the object of research is a person's research, object or activity that has certain variations that have been determined by the researcher to study and draw conclusions.
The object of this research is the source of awareness and purchasing decisions.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 According to Sekaran and Bougie explained that those included in social .
the subject is one part or member of the sample.
The research Instagram.
Facebook.
Twitter.
Line, subject is the party that is used as a Tiktok.
Telegram.
Wechat.
Skype, etc.
source of information or data source in Meanwhile, what is included in the a research.
The subjects of this study source of awareness is TV/radio, are consumers of social media users billboards/outdoor media, outlets such aged 18 years and over.
as shops, mini markets, stalls, people The purpose of this research is to Youtube.
WhatsApp, around such as friends, family.
find out the relationship between brand Respondents who gave complete awareness originating from various answers were 531 people spread across sources of awareness and purchasing various cities in West Java.
The data collected from the questionnaires were Data collection was carried out by analyzed using several statistical tools giving questionnaires either directly or such as the mean, standard deviation in the form of a Google form.
Before and regression analysis using SPSS 20.
questionnaire, respondents were asked to fill in their name, age, education.
As for the hypothesis of this study H1:
There monthly expenses and place of entry.
relationship between advertisements on Measurements were taken with a Likert TV/Radio and brand awareness of scale of 1 to 7 .
with the food/beverage products following information: 1 = never, 2 = H2:
There once or twice, 3 = rarely, 4 = relationship between advertising on sometimes, 5 = quite often, 6 = often, 7 billboards/other outdoor media and = every time.
brand awareness of food/beverage The questions consist of 3 parts with the first part asking about how H3:
There often to use social media, the second relationship between advertising in part about the source of awareness and finally the questions about purchasing food/beverage products In the questionnaire, it was Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 H4:
There relationship between advertising on Result and Discussion Respondent demographic profile:
social media and brand awareness of food/beverage products H5:
There relationship between word of mouth and brand awareness of food/beverage H6:
There relationship between brand awareness food/beverage purchasing decisions.
This Descriptive research is a type of research that aims to describe or describe existing phenomena, both natural phenomena and man-made differences between one phenomenon and another (Sukmadinata, 2.
To avoid research bias due to the diversity of consumer demographics, a purposive sampling method was used, namely a sample selection method with certain criteria.
The consumer criteria used in this study are social media users, aged 18 years and over.
The method used in this study is to use a survey method.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 Frequency Table Seeing ads on social Social media users:
From this data it can be seen that From this data it can be seen that the highest percentage is 28.
4%, which the highest percentage is 38%, which means that respondents use social advertisements on social media at any media all the time and only 5.
8% have time and only 7.
3% have never seen never used it or in other words 94.
advertisements on social media, or in of respondents are social media users, other words 92.
7% of respondents saw from once or twice to who use social on social media, from media all the time.
Read news and find once or twice to every time.
Looking for product information:
From this data it can be seen that From this data it can be seen that the highest percentage is 30.
3%, which the highest percentage is 30.
7%, which means that respondents read news and means that respondents are always search for information on social media looking for product information on all the time and only 7% never read social media and only 8.
5% have never news and seek information on social looked for product information on media, or in other words 93% of social media, or in other words 91.
respondents reading the news and of respondents see advertisements on searching for information on social social media, from once or twice to media, from once or twice to all the every time.
Next are the results that show which type of source of awareness is most effective in creating brand Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 awareness for the food and beverage media for food/beverage products and purchasing decisions.
Therefore the accepted hypothesis of the 6 existing hypotheses is H4 or there is a significant relationship between advertising on social media From this data it can be seen that the type of source of awareness that creates the most brand awareness for the food and beverage category is social media.
It can be seen from the highest answer every time, social media is higher than other types of sources of awareness.
and brand awareness of food/beverage products, the other five hypotheses are H1:
about food/beverage products from social media, whether to proceed with product purchases, can be seen from the following results.
relationship between advertising on TV/Radio and brand awareness of food/beverage products Ie REJECTED H2:
Meanwhile, after people find out There There relationship between advertising on billboards/other outdoor media and brand awareness of food/beverage products Ie REJECTED H3:
There relationship between advertising in food/beverage products Ie REJECTED H4:
There relationship between advertising on From this data it can be seen that food/beverage products from social
immediately buy them, in other words there is no significant relationship
between brand awareness from social
social media and brand awareness of food/beverage Ie
ACCEPTED
H5:
There relationship between word of mouth and brand awareness of food/beverage products Ie REJECTED Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 H6:
There relationship between brand awareness food/beverage purchasing decisions Ie REJECTED The frequency of people using social media is very high, it can be seen from more than 69.
3% of people answering all the time, often & quite often using social media, while only 8% answered never use it.
Social media is the most effective source of awareness when compared to other sources of awareness such as TV/radio, billboards/outdoor media, outlets such as shops, mini markets, food stalls, local people such as friends and family for food/beverage products.
Brand awareness originating from Quantitative Sukmadinata.
Nana Syaodih.
Educational Research Methods.
Journal :
Conclusion Sugiyono .
Research Methods.
food/beverage Joanna Bednarz & Patricia Orelly .
The importance of social media on the FMCG market in Bangladesh.
International Journal of Management and Economics 56.
: 230Ae242.
Mohamed Moosa & Dr.
Jagadeesan .
Influence of Social Media Purchase Behavior Consumers towards Fast Moving Consumer Goods.
International Journal of Advanced Science and Technology.
Vol.
No.
, pp.
Vidhya & Dr.
Kalaiselvi .
Study on the Influence of Social Medsia in Digital marketing on Purchase intention of To FMCG Products.
Turkish Journal of Computer Mathematics Education Vol.
12 No.
products has no significant effect on purchasing decisions.
REFERENCES