PENGARUH SOCIAL MEDIA MARKETING TERHADAP NIAT PEMBELIAN: PERAN MEDIASI BRAND AWARENESS PADA INDUSTRI SMARTPHONE
DOI:
https://doi.org/10.34127/jrlab.v14i3.1893Keywords:
Social Media Marketing, Brand Awareness, Purchase Intent, Mediation, Smartphone Branding, PLS-SEMAbstract
This study examines the influence of marketing on social media on consumer purchase intent through the role of brand awareness mediation. Using a quantitative approach, data was collected from 100 respondents domiciled in Jakarta who were active in social media. The test was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using the SmartPLS 4 application. The results of the study show that marketing on social media has a positive and significant effect on brand awareness and purchase intent. In addition, brand awareness also directly influences purchase intent and significantly mediates the relationship between marketing on social media and purchase intent. These findings emphasize the importance of effective social media content strategies in building brand awareness to drive consumer purchase intent.
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