Social Media Marketing And Brand Awareness Analysis Of Consumer Purchase Interest In D'nora Jewelry

The rapid advancement of technology is driving the transition of offline retail businesses to social media platforms. This study aims to examine the individual effects of Social Media Marketing and Brand Awareness on consumer purchasing interest. A quantitative research approach was employed, with data gathered through questionnaires distributed to 320 consumers who had made purchases on the D'Nora Jewelry online platform. A sample size with a 10% margin of error was determined using the Slovin formula, resulting in 76 respondents selected through purposive sampling. After conducting instrument testing, all items were found to be valid and reliable. The classical assumption test showed that the data was normally distributed and free from issues such as multicollinearity and heteroscedasticity. The findings revealed that Social Media Marketing has a significant effect on increasing Purchase Interest, while Brand Awareness does not positively influence it.