Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Management Studies and Entrepreneurship Journal (MSEJ)
Muhammad Nurfakhri
Universitas Riau
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Peran Mediasi Kesadaran Merek Terhadap Pengaruh Pemasaran Media Sosial Terhadap Keputusan Pembelian di Kopi Kenangan di Pekanbaru Muhammad Nurfakhri; Taufiqurrahman Taufiqurrahman; Prima Andreas Siregar
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/611d8109

Abstract

This study analyzes the effect of social media marketing on purchase decisions with brand awareness as a mediating variable among Kopi Kenangan consumers in Pekanbaru. Using a quantitative approach with 100 respondents selected through purposive sampling, data were analyzed using validity and reliability tests, path analysis, and Necessary Condition Analysis (NCA). The results indicate that social media marketing has a positive and significant effect on both brand awareness and purchase decisions, brand awareness is proven to mediate the relationship between the two, and both variables are necessary conditions for increasing purchase decisions.
Co-Authors Prima Andreas Siregar Taufiqurrahman Taufiqurrahman