Pengaruh Social Media Marketing terhadap Purchase Decision dengan Brand Awareness sebagai Variabel Mediasi: Studi pada Konsumen TaraPhone Denpasar

I Nyoman Arya Dipta Paramartha; I Gde Ketut Warmika

doi:10.61132/santri.v4i4.2506

Authors

I Nyoman Arya Dipta Paramartha Universitas Udayana
I Gde Ketut Warmika Universitas Udayana

DOI:

https://doi.org/10.61132/santri.v4i4.2506

Keywords:

Brand Awareness, Purchase Decision, Smartphone Retail, Social Media Marketing, TaraPhone Consumers

Abstract

The increasingly competitive smartphone retail industry requires companies to utilize social media marketing effectively in order to increase brand awareness and encourage consumer purchase decisions. The decline in sales at TaraPhone Denpasar indicates problems in the effectiveness of the digital marketing strategies implemented. This study aims to analyze the influence of social media marketing and brand awareness on purchase decision, as well as the role of brand awareness as a mediating variable among TaraPhone consumers in Denpasar. This study used a quantitative approach with a sample of 120 respondents selected using purposive sampling techniques. Data collection was carried out through questionnaires using a Likert scale. The data analysis techniques used include validity tests, reliability tests, classical assumption tests, path analysis, Sobel tests, and VAF tests with the help of the SPSS program. The results indicate that social media marketing has a positive and significant effect on both purchase decision and brand awareness. Brand awareness also has a positive and significant effect on purchase decision and is proven to mediate the relationship between social media marketing and purchase decision among TaraPhone consumers in Denpasar.

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