ABSTRAK
YOGI SARIPATUROHMAN, 20200510344, PENGARUH SOCIAL MEDIA ADVERTISING, BRAND AWARENESS DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT BELI PADA APLIKASI BUKALAPAK (Survei Pada Masyarakat Kabupaten Kuningan ). Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kuningan. 2024. Dibimbing oleh Dr. H. Iskandar.M.M dan Winda Oktaviani SE., M.M
Tujuan Penelitian ini untuk mengetahui pengaruh Social Media Advertising, Brand Awareness, Kepercayaan Konsumen (Survei Pada Masyarakat Kabupaten Kuningan). Jenis penelitian ini kuantitatif deskriptif. Populasi dalam penelitian ini adalah Masyarakat di Kabupaten Kuningan. Sampel penelitian ini sebanyak 100 responden. Teknik sampling menggunakan metode probability sampling. Dalam mengumpulkan data menggunakan menggunakan Teknik angket. Skala angket yang digunakan berupa skala interval 1-10. Analisis data menggunakan analisis regresi ganda yang dibantu dengan aplikasi SPSS 23. Hasil penelitian ini menunjukan bahwa: (1) Social Media Advertising, Brand Awareness dan Kepercayaan Konsumen secara simultan berpengaruh secara simultan dan signifikan terhadap Minat beli. (2) Social Media Advertising berpengaruh positif terhadap minat beli. (3) Brand Awareness berpengaruh positif terhadap minat beli. (4) Kepercayaan Konsumen berpengaruh positif terhadap minat beli.

kata Kunci : Social Media Advertising, Brand Awareness, Kepercayaan Konsumen

ABSTRACT
YOGI SARIPATUROHMAN, 20200510344, THE INFLUENCE OF SOCIAL MEDIA ADVERTISING, BRAND AWARENESS AND CONSUMER TRUST ON PURCHASE INTEREST IN THE BUKALAPAK APPLICATION (Survey of the Kuningan Regency Community). Management, Economics and Business Study Program, Brass Faculty. 2024. Supervised by Dr. H. Iskandar.M.M and Winda Oktaviani SE., M.M

The purpose of this study was to determine the effect of Social Media Advertising, Brand Awareness, Consumer Trust (Survey in Kuningan Regency Community). This type of research is descriptive quantitative. The population in this study were people in Kuningan Regency. The sample of this study were 100 respondents. The sampling technique uses probability sampling method. In collecting data using a questionnaire technique. The questionnaire scale used is an interval scale of 1-10. Data analysis using multiple regression analysis assisted by the SPSS 23 application. The results of this study indicate that: (1) Social Media Advertising, Brand Awareness and Consumer Trust simultaneously have a simultaneous and significant effect on buying interest. (2) Social Media Advertising has a positive effect on buying interest. (3) Brand Awareness has a positive effect on buying interest. (4) Consumer Trust has a positive effect on buying interest.

Keywords: Social Media Advertising, Brand Awareness, Consumer Trust