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All Journal E-Jurnal Manajemen Universitas Udayana
Made wahyu Krisna Upadana
Universitas Udayana
Decision Sciences, Operations Research & Management

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BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN Made wahyu Krisna Upadana; Komang Agus Satria Pramudana
E-Jurnal Manajemen Vol 9 No 5 (2020)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (446.974 KB) | DOI: 10.24843/EJMUNUD.2020.v09.i05.p14

Abstract

In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions
Co-Authors Komang Agus Satria Pramudana