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All Journal Jurnal Ekonomi Modernisasi Episteme: Jurnal Pengembangan Ilmu Keislaman Jurnal Ekonomi Bisnis Manajemen Prima JRAK (Jurnal Riset Akuntansi dan Bisnis) (e-Journal) Proceeding International Seminar of Islamic Studies Jurnal Multidisiplin Madani (MUDIMA) Formosa Journal of Applied Sciences (FJAS) Formosa Journal of Sustainable Research (FJSR) Jurnal Manajemen, Akuntansi, Ekonomi Business Management Research
Adi Susilo Jahja
Perbanas Institute
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The Influence of Social Media Marketing Strategy on Purchase Intention with the Mediating Variables of Brand Image and Brand Awareness on Types of Travel Insurance Products in Indonesia Purba, Desima Fitriani; Jahja, Adi Susilo
Formosa Journal of Sustainable Research Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjsr.v3i5.9317

Abstract

This research aims to examine the influence of Social Media Marketing on Purchase Intention using the mediating variables Brand Image and Brand Awareness on travel insurance products in Indonesia. It is hoped that through this research we can find out how far the impact of social media marketing is on increasing purchasing decisions for travel insurance products. The sampling method used was purposive sampling involving 240 respondents which was carried out using the questionnaire method. Quantitative analysis includes outer model analysis, inner model analysis and hypothesis testing. The research results show that: (1) Social Media Marketing has a positive and significant influence on Purchase Intention; (2) Social Media Marketing has a positive and significant influence on Brand Image; (3) Social Media Marketing has a positive and significant influence on Brand Awareness; (4) Brand Image has a positive and significant influence on Purchase Intention; (5) Brand Awareness has a positive and significant influence on Purchase Intention; (6) Brand Image mediates the relationship between Social Media Marketing and Purchase Intention; (7) Brand Awareness mediates the relationship between Social Media Marketing and Purchase Intention
Co-Authors Arianto, Rony Dwi Enshito, Kharisma Sekar Ramadhanti Ilham Pinayungan Siagian Kusuma, Lita Milawati Manungsong, Swastika Feranti Mohd Shahril Ahmad Razimi Mohd. Shahril Ahmad Razimi Purba, Desima Fitriani Setyawan, Ade Cresna Subramaniam A/L Sri Ramalu Subramaniam Sri Ramalu Tifa Noer Amelia Wipudiari, Meara Benita