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All Journal KARMAPATI (Kumpulan Artikel Mahasiswa Pendidikan Teknik Informatika) ISSN: 2252-9063 Jurnal Review Pendidikan dan Pengajaran (JRPP) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Journal Of Business, Finance, and Economics (JBFE) Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Gema Wisata International Journal of Management Research and Economics Journal of Clinical Pharmacy and Pharmaceutical Science International Journal of Management, Accounting & Finance Ulil Albab E-Jurnal Manajemen
I Wayan Santika
Fakultas Ekonomi Dan Bisnis Universitas Udayana, Bali, Indonesia
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Medicine & Pharmacology Social Sciences Other

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PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION I Wayan Pedi Suardita; I Wayan Santika
E-Jurnal Manajemen Vol. 15 No. 3 (2026)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2026.v15.i3.p03

Abstract

Penelitian ini bertujuan untuk menguji peran brand image dalam memediasi pengaruh social media marketing terhadap purchase intention pada konsumen Kanatya Creative di Kota Denpasar. Latar belakang penelitian ini didasari oleh pentingnya memahami faktor-faktor yang memengaruhi niat beli konsumen di tengah persaingan ketat industri ekonomi kreatif, khususnya dalam bidang fotografi. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan teknik analisis jalur (path analysis) dan uji Sobel. Sebanyak 100 responden dipilih melalui teknik purposive sampling. Instrumen penelitian berupa kuesioner menggunakan skala Likert 1-5, dan data yang terkumpul dianalisis dengan bantuan perangkat lunak berupa SPSS. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, social media marketing juga berpengaruh positif dan signifikan terhadap brand image, yang pada gilirannya turut memberikan pengaruh signifikan terhadap purchase intention. Temuan ini menegaskan bahwa brand image mampu menjadi variabel mediasi yang signifikan dalam hubungan antara social media marketing dan purchase intention. Implikasi dari penelitian ini menunjukkan bahwa pelaku usaha, khususnya UMKM di sektor fotografi, perlu memaksimalkan strategi social media marketing guna membentuk citra merek yang kuat untuk mendorong niat beli konsumen secara berkelanjutan.   This study aims to examine the mediating role of brand image in the influence of social media marketing on purchase intention among consumers of Kanatya Creative in Denpasar City. The research is based on the need to understand key factors influencing consumer behavior in the increasingly competitive creative economy, particularly within the photography sector. A quantitative associative approach was applied, utilizing path analysis and the Sobel test. Data were gathered from 100 respondents selected through purposive sampling, using a Likert-scale questionnaire as the primary instrument. The data were then analyzed using SPSS software. The results indicate that social media marketing has a positive and significant effect on purchase intention. Additionally, social media marketing significantly enhances brand image, which in turn positively and significantly affects purchase intention. Furthermore, brand image serves as a significant mediator in the relationship between social media marketing and purchase intention. These findings suggest that building a strong brand image through effective social media marketing can substantially boost consumer purchase intentions. The study provides practical implications for business actors, particularly micro, small, and medium enterprises (UMKM), highlighting the importance of strategic digital branding efforts in driving consumer engagement and achieving long-term marketing success.
Co-Authors Agung Wulan Prabandari Agus Satria Pramudana Alit Suryani Bagas Dwi Arissaputra Bachtiar Bahy Reazizu Bayu Rahanatha Cokorda Gde Cahaya Putra Trisnu Daniel I Nyoman Renatha Cardia Dety Mulyanti Diah Arika Dzara Ivoni Erri Nugraha Deri Febri Rusadi Gusti Agung Narendra Iswara I Gede Bagus Dwijaya Dharmanatha I Gst Ayu Kt Giantari I Gst Ayu Kt. Giantari I Gusti Ayu Ketut Giantari I Kadek Adjus Surya Dharma I Kadek Bramantya Abdy Pangestu I Ketut Alex Mahardika I Komang Vikky Aditya Karuniawan I Made Ari Santikayasa I Made Rendy Wicaksana I Putu Agus Purnama Adi Putra I Putu Agus Wenta Pharamadita I Putu Agus Wenta Pharamadita I Putu Gde Sukaatmadja I Putu Gede Darma Putra I Putu Wira Murti I Putu Yogi Arta Wiguna I Wayan Hendrayana I Wayan Pedi Suardita Ida Bagus Gede Ari Suyoga Ida Bagus Rai Keniten Adnyana Kadek Budiharta Ketut Wahyu Tamaja Ketut Warmika, I Gede Komang Agus Satria Pramudana Krisana, Putu Rita Efata Kt Irma Saraswatiwulandari Made Andi Kusuma Made Santika Putra Maki, Gyshella Eunike Mila Mila Muduartha Bella Fransisca Ni Komang Lestya Sari Ni Luh Gede Kintan Pratiwi Ni Made Arie Ismayanti Ni Nyoman Kerti Yasa Ni Nyoman Rsi Respati Nicholas Gregory Wendy Novia Indah Dewanti Putu Devi Sandra Dewi Putu Diah Saraswati Putu Intan Astarani Rasyid Ahmad Yoher Rizky Aditya Maharany Satria Pramudana Wayan Dede Arya Pramanaputra