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All Journal Journal of Entrepreneurship & Business
Edward Yohanes .
Jurusan Manajemen, Fakultas Bisnis Universitas Katolik Widya Mandala Surabaya Chreinyoel67@gmail.com
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of Endorsers and Social Media Advertising on Consumer Purchase Decisions of Instagram Social Media Users with Brand Awareness as a Mediating Variable Edward Yohanes .; Lena Ellitan; C Marliana Junaedi .
Journal of Entrepreneurship and Business Vol. 2 No. 2 (2021): Journal of Entrepreneurship and Business (September)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (314.852 KB) | DOI: 10.24123/jeb.v2i2.4472

Abstract

This study aims to examine the effect of endorsers and social media advertising on consumer purchase decisions of Instagram social media users with brand awareness as a mediating variable. The research sample used in this study was 150 samples with a purposive sampling technique. The data used was primary data obtained by distributing questionnaires to Instagram social media users. The data analysis technique used was SEM with Smart PLS 3 software. The results show that social media advertising has a significant effect on brand awareness, endorsers have no effect on brand awareness, brand awareness has a significant effect on consumer purchase decisions, social media advertising has a significant effect on consumer purchase decisions, endorsers have a significant effect on consumer purchase decisions, social media advertising has no effect on consumer purchase decisions through brand awareness, and endorsers have no effect on consumer purchase decisions through brand awareness.
Co-Authors Lena Ellitan Marliana Junaedi