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Ana Fitriana
Jurusan Sistem Informasi STMIK Pontianak Jl. Merdeka No. 372 Pontianak, 0561-735555
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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 A, Ahmadi Adinda, Chery Afani, Afani Ahmad Shalahuddin, Ahmad AHMADI Akhasha, Nadia Andika, Wahyu Annisa Fitri, Annisa Anwar Azazi Aprilliani, Shifa ARDIANSYAH ARDIANSYAH Arifin Firdaus Ariqoh, Daffa Asri Ashadi, Ardi Audisty Prana Hardayu Barkah Barkah, Barkah Calvin Calvin Calvin Daud, Ilzar Devi Nurmalia Diawanto, Fery Dwiputra, Wahyu Ediansyah, Ediansyah Eka Prastya Nugraha, Aryan Ema Trisnawati Endar Sulistyowati Erna Listiana Erna Listiana Ernita Sari Nurwahyuni, Hesti Fajri Habibi, Fajri Fasius, Bony Fathurrahman, Akhwal Fauzan, Ahmad Hilmi Fauzan, Rizky Febriana, Cika Firdaus, Angelika G, Giriati Gusti Hardiansyah Hafid, Khairunissa Hans, M. Hamka Harry Setiawan Helma Malini, Helma Heriyadi, Heriyadi Hermanto, Dicky Irdhayanti, Efa Irene, Novi Juniwati Juniwati Kalis, Maria Christiana Iman Latifah Latifah Maharani, Berliana Maharani, Rista Maria Christiana Iman Kalis, Maria Christiana Moh. Rasyid Ridho Muhammad Afif Mustaruddin Nanda Nanda Nikki Tri Sakung, Nikki Tri Nofiansyah,  Wahyu Nur Afiah, Nur Nurnalisa Oktavianto, Angga Penampe, Marie Anne Ester Phengdrawan, Jonassen Purmono, Bintoro Bagus Purnomo, Bintoro Bagus Putri Pangestika, Putri Qurrotul Aeni, Qurrotul Rabbani, Ammar Ramadhianti, Risa Rivaldo, Karis Rizal, Fakhri Rokhuma, Chubbi Millatina Satria, Dimas Satrio Ardhana, Ariel Septiarni, Marsa Shandy, Jose Haris Sulityowati, Endar Syahbandi Tassia, Tassia Titik Rosnani Trianto, Yohanes Adi Vanessa, Vivian Wahidah, Nina Ikhwati Wahyu Apriliandi, M.Rizky Wahyu Nofiansyah, Wahyu Waldi Wendy Wenny Pebrianti Widya, Tri Widyaningrum, Belinda Putri Yulyaningsih, Veronika Bella