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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) JDM (Jurnal Dinamika Manajemen) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Basicedu Journal Of Management Science (JMAS) SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Dinasti International Journal of Education Management and Social Science Enrichment : Journal of Management MUAMALATUNA Jurnal Ekonomi Empowerment Society Journal of Management and Digital Business Jurnal Basicedu Prima Magistra: Jurnal Ilmiah Kependidikan Innovative: Journal Of Social Science Research JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah El-Mujtama: Jurnal Pengabdian Masyarakat Ulil Albab Primary Journal of Multidisciplinary Research
Barkah, Barkah
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Primary Journal of Multidisciplinary Research

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The Influence of Social Media and Lifestyle on Purchasing Decisions of Toko Kami Coffee Mediated by Brand Awareness Satria, Dimas; Listiana, Erna; Ahmadi, Ahmadi; Barkah, Barkah; Fitriana, Ana
Primary Journal of Multidisciplinary Research Vol. 1 No. 3 (2025): Primary Journal of Multidisciplinary Research, June 2025
Publisher : Lembaga Publikasi Ilmiah Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/pjmr.v1i3.201

Abstract

This study aims to identify the impact of marketing through social media and lifestyle on purchasing decisions, with brand awareness as a connecting variable. The research design applied is causal research. A total of 220 Toko Kami consumers in Pontianak City were asked to fill out a questionnaire to collect data. The measurement model and structure of the research construct that is being developed are then analyzed using the Structural Equation Modeling (SEM) approach with the help of Smart PLS 4.0 statistical software. The findings of the study prove that Social Media Lifestyle Marketing and Lifestyle have a positive and significant effect on Purchase decisions and Brand Awa5reness. In addition, these two variables also affect Purchase Social media marketing decisions directly and indirectly, with Brand Awareness acting as a mediator. Brand Awareness also plays an important role, both as a direct factor and as a mediator in the relationship between Social Media and purchase decisions. This indicates that building strong brand awareness through consumer experiences will have a positive impact on loyalty and repurchase interest. This research is expected to provide valuable insights for business actors in developing effective marketing strategies in the digital era.
Co-Authors Adela, Dhea Adinda, Chery Adinda, Gadis Tri Ahmad Shalahuddin, Ahmad AHMADI Al Naquib, Khaira Nazla Alessandro, Muhammad Jerry Ana Fitriana Ana Fitriana Anggraini, Dewita Rana Annisa Fitri, Annisa Ariqoh, Daffa Asri Asy Syifa, Alifiya Adhiya Daud, Ilzar Erna Listiana Erna Listiana Erwin Erwin Fadilah, Putri Fahruna, Yulyanti Fajar, Alfan Fauzan, Rizky Febriana, Febby Febriandi, Rieqa Adzelia Febriasari, Puty Hafid, Khairunissa Hamsyi, Nur Fitriana Harry Setiawan Hasanudin Hasanudin Helma Malini, Helma Hendri, Markus Heriyadi, Heriyadi Ikram Yakin Iqbal*, Muhammad Irene, Novi Juniwati Juniwati Listiana , Erna Lyesmaya, Dyah Marumpe, Dody Pratama Muhammad Afif Muhammad Iqbal Nurahmah, Siti Salwa Nurhadi Prasetyo, Puty Febriasari Purmono, Bintoro Bagus Putri Rahmadani, Putri Puty Febriasari Ramadania Ramadania, Ramadania Riantika, Naswa Sari, Anisya Permata Satria, Dimas Shelly, Shelly Sholahuddin Al Ayubi Suryani, Heni Syahbandi Syahbandi Taufik, Edi Rahmat Titik Rosnani Vanessa, Vivian Wardana, Rizky Hady Wati, Syf Marfirah Wenny Pebrianti Widyaningrum, Belinda Putri