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All Journal JURNAL ADMINISTRASI BISNIS Journal of Business Management Education (JBME) Panrita Abdi - Jurnal Pengabdian pada Masyarakat Jurnal Istiqro' JMM (Jurnal Masyarakat Mandiri) RJABM (Research Journal of Accounting and Business Management) CARADDE: Jurnal Pengabdian Kepada Masyarakat Etika Demokrasi International Journal of Community Service Learning JOURNAL OF APPLIED BUSINESS ADMINISTRATION PINISI Discretion Review PLAKAT : Jurnal Pelayanan Kepada Masyarakat JURNAL PENDIDIKAN SAINS SOSIAL DAN AGAMA Psikoborneo : Jurnal Ilmiah Psikologi Forum Bisnis dan Kewirausahaan Pinisi Business Administration Review JKTP Jurnal Abdi Masyarakat Indonesia Jurnal Pemberdayaan Pariwisata JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Dulang: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Islamic Economics and Finance Jurnal Indonesia Sosial Sains Jurnal Administrasi Bisnis Keyboard Jurnal Pengabdian Masyarakat
Arwin Sanjaya
Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Mulawarman
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Journal : PINISI Discretion Review

 1 
The Effect of Social Media Marketing and Brand Awareness on Purchase Decisions through Purchase Intention in Kopiria Edo Dermawan; Arwin Sanjaya; Tuti Wediawati
PINISI Discretion Review Volume 6, Issue 1, September 2022
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v6i1.37048

Abstract

This study aims to determine the effect of social media marketing and brand awareness to purchase decisions through purchase intention. The type of research used is explanatory research using a quantitative approach. The sample used is 100 respondents who are consumers of Kopiria Kartini Samarinda using a non-probability sample with purposive sampling technique. Analysis of the data used is path analysis. The results showed that the Social Media Marketing variable had a significant influence to the Purchase Intention variable, the Brand Awareness variable had a significant influence to the Purchase Intention variable, the Purchase Intention variable had a significant influence to the Purchase Decision variable, the Social Media Marketing variable didn’t have a significant to the Purchase Decision variable, the Brand Awareness variable didn’t have a significant effect to the Purchase Decision variable, the Social Media Marketing variable through Purchase Intention as the intervening variable has a significant influence to the Purchase Decision variable, and the Brand Awareness variable through Purchase Intention as the intervening variable has a significant influence to the Purchase Decision variable. Thus Kopiria Kartini Samarinda continues to strive to carry out marketing strategies that keep up with the times. This will make consumer interest in the brand will always increase and lead to purchasing decisions.
Co-Authors A. Ismail Lukman Adriansyah, Muhammad Ali Afifah Afifah Ahmad Sidik Aidah Nafisah Anwar Alfaini, Fadhila alfira, alfira Althalets, Fareis Ananta, Ramadhanti Andreas Ongko Wijaya Andriana, Ana Noor Aransyah, Muhammad Fikry Arif Maulana Ramdhani Arif Maulana Ramdhani Aris Baharuddin Arisma, Ayu Damaiyanti, Diah Deby Riska Sonia Defrilia Syumber Melinda Dharma Saputra Dharma Saputra, Dharma Dian Dwi Nur Rahmah Dyan Wulan Sari Dzulfa Alya Edo Dermawan Fadhila Alfaini Fajar Lutfi Nursandy Febriana, Wahyuni Finnah Fourqoniah Fitri Fitri Fitri Fitri Frilia Yuwana Irwandi Hetami, Adietya Arie I Ketut Gunawan Indri Kristiani Matangkin Indriani Intan Thania Amelia Irpan Irpan Isnawati Isnawati Jemminastiar, Rafly Joana Oktavia Sapan Juwita Z Juwita Z Karmila Kurnia Himawan Sandy Laily Fadhilah Laksono Trisnantoro Laura Viviana Ardiansyah Laura Viviana Ardiansyah Iryanto Lisvia Lisvia M. Tommy Fimi Putera Mansyur Mansyur Mansyur Mansyur Maria Uba Dosi Marlinda, Nanda Marnala Joshua Hutajulu Muhammad Fikri Aransyah Muhammad Irfan Shalahudin Muhammad Izharul Laily Salam Muhammad Zaini Murni Murni Mustafa, Kemala Nadratul Naima Nadratul Naima Natania Ibrahim, Sabina Nazar, Nasril Nindy Pertiwi Novan Fransa Nanda Novia Arija Nur Fadillah, Nur Nurjannah Nurjannah Purnamasari, Retno Putra, Nur Astaman Rahayu, Erdina Rahmayana Rahmayana Salmi Taedy Setya Maulana Pratama Setya Maulana Pratama Setya Maulana Pratama Silvi Elvara Sitti Hardiyanti Arhas Sri Wahyuni Stefany Komala Sukapti Tri Yuliyasari Trisda Derama Trisna Pitaloka Wulan Dari Trisna Pitaloka Wulan Dari Wediawati, Tuti Wira bharata Yolanda Syifa Nurlita Yuliyasari, Tri