Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Lidwina Larasati Ayuningtyas
Unknown Affiliation
Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Brand Awareness Mediate the Influence of Social Media Marketing and Online Advertising on Purchase Decision Lidwina Larasati Ayuningtyas; Rosdiana Sijabat
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7118

Abstract

This research aims to understand whether social media marketing, online advertising and brand awareness as a mediator are positively related to purchase decision through Shopee. The target population are customers who lived in Jakarta and use Shopee. The data was collected using questionnaire sampling method. The data was analyzed using Partial Least Square-Structural Equation Modeling approach of SmartPLS 3.0 software. The results show that not all hypothesis were positively related to purchase decision. In addition, online advertising and brand awareness are positively related to purchase decision, while social media marketing is not 
Co-Authors Rosdiana Sijabat