Pengaruh Promosi Media Sosial, Kesadaran Merek, dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa FISIP UNTAG Surabaya Angkatan 2020-2023. (The Influence of Social Media Promotion, Brand Awareness, and Lifestyle on Samsung Smartphone Purchase Decisions in FISIP UNTAG Surabaya Students Class of 2020-2023).

Mahendra, Adila Fahmi (2024) Pengaruh Promosi Media Sosial, Kesadaran Merek, dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa FISIP UNTAG Surabaya Angkatan 2020-2023. (The Influence of Social Media Promotion, Brand Awareness, and Lifestyle on Samsung Smartphone Purchase Decisions in FISIP UNTAG Surabaya Students Class of 2020-2023). [UNSPECIFIED] (Unpublished)

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Abstract

The evolution of the era along with the use of the Internet in society has also grown. The rapid advances in the field of information and communication technology, changing the patterns applied as the marketing strategy carried out by companies especially in the world of smartphones. A lot of companies are competing to produce products that are overwhelming with the aim of making a profit, one of them is Samsung. Especially among UNTAG Surabaya students who are increasingly connected to information and communication technology. The rapid development of social media promotion, coupled with increased brand awareness and variation in student style, has become an important element in understanding the factors that influence smartphone purchase decisions, especially the Samsung brand. This quantitative study aims to empirically identify the influence of social media promotion, brand awareness, lifestyle on the decision to buy students FISIP UNTAG Surabaya forces 2020-2023 Random sampling through e-quesioner with 100 respondents as the target. Studies show that social media promotion, brand awareness, lifestyle have a positive and significant influence, partially and simultaneously, on purchasing decisions.

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