<![CDATA[Technological advancements facilitate access to information and encourage purchase intention through social media. The development of technology has transformed lifestyles and consumer shopping behavior, encouraging companies to innovate through digital marketing strategies. Social media platforms such as Instagram and TikTok, which focus on visual content, are well suited for marketing fashion products and building local brands. This study aims to analyze the role of brand awareness in mediating the influence of social media marketing on purchase intention for Erigo fashion products in Denpasar City. The population in this study consists of residents in Denpasar who are aware of the Erigo brand but have never purchased Erigo fashion products. The sample size in this study is 120 respondents, selected using a non-probability sampling method with a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the assistance of SmartPLS software. The results of the analysis indicate that: (1) social media marketing has a positive and significant influence on purchase intention, (2) social media marketing has a positive and significant influence on brand awareness, (3) brand awareness has a positive and significant influence on purchase intention, and (4) brand awareness is able to mediate the influence of social media marketing on purchase intention. This research implies that it can enrich the literature related to consumer behavior theory and the theory of planned behavior. This research also provides implications for Erigo management to pay more attention to the "be active" aspect in social media marketing, the "top of mind" aspect in brand awareness, and the "relative advantage" aspect in purchase intention. Effective social media marketing can increase consumer brand awareness, which can also able to increase consumer purchase intention.]]>
