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All Journal Jurnal TIMES al-Afkar, Journal For Islamic Studies Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal SEGAR Jurnal Ilmiah Sport Coaching and Education Bulletin of Computer Science Research Pappasang Jurnal Sistem Informasi dan Teknik Informasi Jurnal Armada Informatika Gladi : Jurnal Ilmu Keolahragaan Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Elementary School: Jurnal Pendidikan dan Pembelajaran ke-SD-an Jurnal Pendidikan Transformatif Ceddi Journal of Information System and Technology (JST) Jurnal Pengabdian Masyarakat Olahraga dan Kesehatan Mutiara : Jurnal Ilmiah Multidisiplin Indonesia QOSIM: Jurnal Pendidikan, Sosial & Humaniora Jurnal Ilmiah Smart AL-IBROH: Jurnal Ilmu Pendidikan dan Keguruan MUTAADDIB: Islamic Education Journal Al-Ibroh : Jurnal Ilmu Pendidikan dan Keguruan
Chandra
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Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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Journal : Mutiara : Jurnal Ilmiah Multidisiplin Indonesia

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Pengaruh Social Media Marketing dan Lifestyle terhadap Purchase Decisions melalui Brand Awareness Chandra; Wendy; Ahmadi; Erna Listiana; Ana Fitriana
Mutiara: Jurnal Ilmiah Multidisiplin Indonesia Vol. 3 No. 3 (2025): JIMI - JULI
Publisher : PT. PENERBIT TIGA MUTIARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61404/mutiara.v3i3.401

Abstract

This study aims to comprehensively investigate the influence of Social Media Marketing and Lifestyle on consumer Purchase Decisions, with Brand Awareness serving as a mediating variable that plays a pivotal role in the consumer decision-making process. The research adopts a causal-quantitative design, intended to identify and test the causal relationships among the predetermined variables. Primary data were collected through the distribution of questionnaires to 130 respondents, consisting of customers of CW Coffee in Pontianak City, West Kalimantan. Data analysis was conducted using the Structural Equation Modeling (SEM) technique based on Partial Least Squares (PLS), operated through SmartPLS 4 software, which facilitates simultaneous evaluation of both the measurement model (outer model) and the structural model (inner model). The model estimation results indicate that both Social Media Marketing and Lifestyle exert a positive and statistically significant effect on Brand Awareness, and contribute both directly and indirectly to Purchase Decisions. Furthermore, Brand Awareness is empirically validated as a partial mediator that reinforces the relationship between the independent variables and the dependent variable. The theoretical implications of these findings underscore that enhancing brand exposure through strategic social media engagement and contextually understanding contemporary consumer Lifestyles are critical determinants in shaping strong brand perceptions and driving purchase intention and realization. Consequently, this study offers practical contributions for business practitioners in formulating digital marketing strategies based on the integration of consumer values and the optimization of digital communication channels, thereby enhancing market penetration effectiveness and fostering long-term customer loyalty.
Co-Authors Ade Naelul Huda Agustina, Naimah AHMADI Ana Fitriana Andy Andy Andy Asep Dadang Hidayat Bayhaqy, Achmad Bayhaqy david David David Debi Setiawan Didik Aryanto Efit Afandi ENDRI ENDRI Erna Listiana FATAH NURDIN Fauziah, Muhardila Ghama Wellyandi Ginny Amanda Gintan Indah Permata Sari Hajratul Amanda Hoki, Leony Ihsani, Sri Indah Inggria Kharisma Johanes Terang Kita Perangin-Angin Junia Deswita, Fifi Jutalo, Yansen Kharisma, Annisa Mohamad Anton Athoillah Muhammad Rifa'i Nadifatul Ainiyah Pieter Octaviandy Poppy Amalia, Poppy Rahmadini, Fitria Rimah Abu Achmed Rizky, Muhammad Dipo Agung Sofyan Al-Hakim Sukmana Surianty Tangkudung, Albert Wolter Aridan Wendy Wijaya, Robby Wilson Wulan Tamba Yadi Janwari Yansen H. Jutalo Yansen, H. Jutalo Yuliasih