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All Journal INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Ni Kadek Tresnawati
Faculty of Economics and Business , Udayana University
Religion Humanities Social Sciences

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THE ROLE OF BRAND IMAGE IN MEDIATING THE INFLUENCE OF SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS AT SURA KONVEKSI Ni Kadek Tresnawati; I Gusti Ayu Ketut Giantari
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 4 No. 2 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23177747

Abstract

The purpose of this study was to examine the effect of social media marketing on purchase decisions with brand image as a mediating variable among Sura Konveksi consumers. The study involved 100 consumers from Bangli and Gianyar Regencies selected through purposive sampling. Data were collected using questionnaires and analyzed with descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings showed that social media marketing had a positive and significant effect on both purchase decisions and brand image, while brand image also positively and significantly influenced purchase decisions. Furthermore, brand image partially mediated the relationship between social media marketing and purchase decisions, indicating that effective social media activities enhance consumer purchasing behavior by strengthening the company’s brand image. Theoretically, the study contributes to consumer behavior literature by demonstrating the mediating role of brand image in the relationship between social media marketing and purchase decisions. Practically, the findings suggest that Sura Konveksi should improve its brand identity and optimize social media marketing by creating engaging, informative, and identity-driven content to strengthen brand image and encourage higher consumer purchase decisions.
Co-Authors I Gusti Ayu Ketut Giantari