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Journal : PINISI Discretion Review

The Effect of Social Media Marketing and Brand Awareness on Purchase Decisions through Purchase Intention in Kopiria Edo Dermawan; Arwin Sanjaya; Tuti Wediawati
PINISI Discretion Review Volume 6, Issue 1, September 2022
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v6i1.37048

Abstract

This study aims to determine the effect of social media marketing and brand awareness to purchase decisions through purchase intention. The type of research used is explanatory research using a quantitative approach. The sample used is 100 respondents who are consumers of Kopiria Kartini Samarinda using a non-probability sample with purposive sampling technique. Analysis of the data used is path analysis. The results showed that the Social Media Marketing variable had a significant influence to the Purchase Intention variable, the Brand Awareness variable had a significant influence to the Purchase Intention variable, the Purchase Intention variable had a significant influence to the Purchase Decision variable, the Social Media Marketing variable didn’t have a significant to the Purchase Decision variable, the Brand Awareness variable didn’t have a significant effect to the Purchase Decision variable, the Social Media Marketing variable through Purchase Intention as the intervening variable has a significant influence to the Purchase Decision variable, and the Brand Awareness variable through Purchase Intention as the intervening variable has a significant influence to the Purchase Decision variable. Thus Kopiria Kartini Samarinda continues to strive to carry out marketing strategies that keep up with the times. This will make consumer interest in the brand will always increase and lead to purchasing decisions.
Co-Authors Afifah Afifah Aliefia, Annatasya Shikke Aline Kayla, Syelomitha Althalets, Fareis Althalets, Faries Andi Aulia Andini Sari Andrean, Andrean Andriana, Ana Noor Aransyah, Muhammad Fikry Armaida Rismayanti Arsyad, Annisa Wahyuni Arwin Sanjaya Assarah, Selfia Astuti, Ranti Aurellia, Raisya Cahya Bulan, Yuliana Derama, Trisda Desvita, Divania Octa Putri Dhani Aswangga Saputra Dwivayani, Kadek Dristiana Dyan Wulan Sari Hs Edo Dermawan Ella Fitria Rahmayani Erliana, Erna Fadliansyah, Fadliansyah Faries Althalets Farmawati, Windie Karina Fikri Aransyah Finnah Fourqoniah Finnah Fourqoniah Frederik Dafoster Jerli Halimatus Sa'diyah Hamzi Safaruddin, Awal Hendiani, Putri Herliah, Endang Hetami, Adietya Arie Hidayati, Norlihna Hikmah, Mukhibatul Intan Thania Amelia Isnawati Isnawati Isnawati Isnawati Khairil Anwar Khairil Anwar Lavenia Christine Sulistio Lihah, Mar Atussaha Lukman, Ismail M. Mikfha Hatari Manurung, Indah Sari R Marlina Marlina Marsini, Nisa Melyscha Imanuella Keka Monika Mubarak, Ahmad Ridha Muhammad Najib Murni Murni Musdalifah, Riska Mustika Ratna, Nur Muzzayyanah, Farras Athifah Nadratul Naima Nadroh, Ummi Nela Yesika Lelang Nindy Pertiwi Nur, Muhammad Subahan Nurhidayati Nurhidayati Nurulita, Adelia Anggraini Permanasari, Devi Poppy Alvianolita Sanistasya Puput Suprihatin Purnamasari, Retno Putera, Muhammad Tommy Fimi Putri Hendiani Putri, Aolia R, Syilvia Mariya Rahmayana Rahmayana Ramadhani, Ayu Reza Adi Yudanto Riska Musdalifah Rizal Pangestu Rosalia, Sopiya Sena Elvira Sihombing, Grecia Veronika Sukma larasati Sulistio, Lavenia Christine Suprihatin, Puput Sutopo, Tulus Syahbana, Muhammad Andrew TRI UTARI Trisna Pitaloka Wulan Dari Ummi Nadroh Verdina, Virda Virda Verdina Virda Verdina Widya Fatmawati, Lisa Wira Barata Yuliana Bulan Zaini Zaini