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All Journal Journal of Information System, Applied, Management, Accounting and Research Jurnal Manajemen dan Bisnis Jayakarta Jurnal Akuntansi dan Manajemen JOURNAL SCIENTIFIC OF MANDALIKA (JSM) Journal of Innovation Research and Knowledge Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) Jurnal Pengabdian Masyarakat
Loeky Rono Pradopo
Universitas Mercu Buana
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Brand Awareness Dan Brand Image Sebagai Variabel Mediasi Pengaruh Social Media Marketing Terhadap Purchase Intention Murtiningsih, Dewi; Pradopo, Loeky Rono; Supriyatno
Jurnal Riset Sosial Humaniora dan Pendidikan Vol. 4 No. 4 (2025): Desember: Jurnal Riset Sosial Humaniora dan Pendidikan
Publisher : LPPM Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/soshumdik.v4i4.2600

Abstract

The purpose of this study is to determine the effect of social media marketing on purchase intention, to determine the effect of social media marketing on brand awareness, to determine the effect of brand awareness on purchase intention, to determine the role of brand awareness in mediating the influence to determine the effect of social media marketing on brand image, to determine the effect of brand image on purchase intention, to determine the role of brand image in mediating the influence to determine the effect of social media marketing on purchase intention. This study is included in the explanatory category. Determination of the number of samples using the MLE formula. The sampling technique uses simple random sampling. The number of samples in this study was 180 respondents. Data was processed using PLS. The results showed that social media marketing had no effect on purchase intention, media marketing had no effect on brand awareness, brand awareness had no effect on purchase intention, brand awareness did not mediate the influence of social media marketing on brand image, brand image had no effect on purchase intention, brand image did not mediate the influence of social media marketing on purchase intention.
Co-Authors Abdul Gani Abdul Rahmat Anggita Trisia Nauli Derajad Wijaya, Hery Dewi Murtiningsih Diky Firdaus Natalia Dewi Prihatini Raden Joko Sugiharjo Reva Muhammad Adhiansyah Rudiarto, Sabar Supriyatno Tomi Kristian Utama, Andyan Pradipta Wibowo, Kuncoro