Social Media in Marketing Communications Influence Brand Awareness and Purchase Decisions of Online Clothing

Abstract

      This research aimed to study Social Media in Marketing Communications Influence Brand Awareness and Purchase Decisions of Online Clothing for people who have bought clothes online within a year. Data were collected using a set of questionnaires with a sample via online media of 320 individuals. Data analysis was frequency, percentage, mean and standard deviation which was computed by a software package program. The study found social media marketing communication affects brand awareness in all 4 types of clothing, namely website, ad search, ad display, and electronic mail, with values ​​of 0.87, 0.73, 0.89, and 0.59, respectively. Clothing products also affect purchasing decisions at every step of the process. Problem recognition, Information search, Evaluation of Alternative, Purchase decision, and postpurchase behavior with values ​​of 0.88, 0.95, 0.80, 0.85, and 0.80, respectively. The factors in online marketing communication that affect consumers the most are to search for ads Brand awareness factors that affect consumers the most is to recognize the brand and factors in the purchasing decision process that affect consumers the most is to evaluate alternatives.