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All Journal International Journal of Social Science and Business Jurnal Sekretari Universitas Pamulang Community Development Journal: Jurnal Pengabdian Masyarakat Asian Journal of Management Analytics Journal Research of Social Science, Economics, and Management
Piartrini, Putu Saroyini
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences

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Journal : Asian Journal of Management Analytics

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The Impact of Social Media Marketing on Purchase Intention and the Mediating Role of Brand Awareness (Taman kopi Bali in Denpasar City Study) Artha, Gde Egha Bramanta; Piartrini, Putu Saroyini
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15143

Abstract

The rise of coffee culture has transformed consumer behavior, shifting preferences from international chains to emerging local coffee brands such as Taman Kopi Bali. This study examines the the role that brand recognition plays as a mediator in the relationship between social media marketing and potential Taman Kopi customers' propensity to buy. A quantitative method was employed, involving 100 respondents from Dangin Puri Kelod Village in Denpasar City, selected through purposive sampling. Data were collected via offline questionnaires and analyzed using path analysis with SPSS 25.0. The data show the impact of social media marketing on purchase intention and brand identification is significant.   Additionally, brand awareness influences purchase intent directly and acts as a partial mediator between buy intent and social media marketing. These findings suggest that increasing brand recognition through social media marketing might boost consumer purchase intentions.  the value of digital interaction in increasing consumer interest and brand awareness.
The Role of Brand Image in Mediating the Influence of Social Media Marketing on Purchase Intention (Study on JEN Coffee in Denpasar City) Albany, Anak Agung Ngurah Agung Danan; Respati, Ni Nyoman Rsi; Piartrini, Putu Saroyini
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15144

Abstract

Purchase intention refers to the strong desire of customers to acquire a particular commodity or service because they have high expectations about its value or benefits.   The aim of this research is to determine how purchase intention is influenced by brand image through social media marketing.   The study was conducted at JEN Coffee in Denpasar City.   In this study, 120 participants were selected by a purposive sample strategy.   A survey approach was used to collect data, with a questionnaire acting as the study tool. Descriptive and inferential statistics, as well as path analysis, were employed data processing techniques. The study found that purchase intention was significantly and favorably impacted by social media marketing, that brand image was significantly and favorably impacted by social media marketing, and that brand image was able to mediate the relationship between these two factors. The study's findings suggest that businesses might use social media marketing more frequently to enhance brand perception and raise the possibility that customers would make a purchase.
Co-Authors Albany, Anak Agung Ngurah Agung Danan Alfiana Alfiana Artha, Gde Egha Bramanta Hermarani, Putu Arina I Putu Gede Sukaatmadja Klemens Mere LAUNTU, ANSIR Ni Wayan Ekawati Ni Wayan Sri Suprapti PA Andiena Nindya Putri Rahayu, Betty Respati, Ni Nyoman Rsi Rita Zulbetti Sauri, Sauri Siti Mardiana Upik Djaniar Widagda K., I GN Jaya Agung Widagdo, Djoko Yuliani, Pande Nyoman