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All Journal Edunity: Kajian Ilmu Sosial dan Pendidikan INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
I Wayan Santika
Universitas Udayana, Denpasar
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The Role Of Brand Awareness Mediates The Influence Of Social Media Marketing On The Purchase Intention Of Spotify Premium Services Kadek Budi Indrayana; I Wayan Santika
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 3 No. 7 (2024): Edunity : Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v3i7.279

Abstract

Purchase intention is a form of consumer behavior that wishes to own a product based on the experience, use, and attractiveness of a product. Purchase intention arises because of stimuli that come from within consumers and provide encouragement or motivation to own a product. This study aims to examine the role of brand awareness in mediating the effect of social media marketing on the purchase intention of Spotify premium services for people in Denpasar City. The population of this study is people in Denpasar City who have never purchased Spotify premium services, the number of which is not known with certainty (infinite). The sample was determined using a non-probability sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires to 108 respondents. The analysis techniques used are descriptive statistical analysis, classical assumption test, path analysis, Sobel test, and VAF test. The results showed that social media marketing has a positive and significant effect on purchase intention. Social media marketing has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on purchase intention. Brand awareness is able to partially mediate and increase the total influence of social media marketing on purchase intention. The results of this study provide implications for marketing strategies, especially in company management can develop marketing strategies by paying attention to social media marketing indicators and brand awareness that have good performance in this study in order to increase the purchase intention of Spotify premium services.
PERCEIVED PRODUCT QUALITY AND BRAND EXPERIENCE ON PURCHASE DECISION: THE MEDIATING ROLE OF BRAND IMAGE AT ERIKA EXOTICBAG Jovanka Fauzia Mantiri; I Wayan Santika; Anak Agung Gede Agung Artha Kusuma; Komang Agus Satria Pramudana
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 5 No. 3 (2026): INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Publisher : ADISAM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21215095

Abstract

This study investigated the influence of perceived product quality and brand experience on purchase decisions, with brand image treated as a mediating variable, among consumers of Erika Exoticbag, an Indonesian premium fashion label built on exotic reptile leather. A total of 150 respondents who had purchased or were otherwise familiar with the brand were recruited through purposive sampling. Data will be collected using a five point Likert scale questionnaire and processed with Partial Least Square Structural Equation Modeling (PLS SEM) through SmartPLS. The measurement model confirmed that every indicator met the required standards of validity and reliability. The structural model further showed that perceived product quality and brand experience each produced a positive and significant effect on both purchase decisions and brand image. Brand image itself also exerted a positive and significant effect on purchase decisions and functioned as a complementary partial mediator linking the two exogenous variables to purchase decisions. These results reinforce the relevance of the Stimulus Organism Response framework for explaining purchasing behavior toward niche, exotic fashion products. From a managerial standpoint, the findings underline the importance of strengthening product durability and cultivating brand experiences that encourage repeat purchases, both of which are essential for the continued growth of Erika Exoticbag.
Co-Authors Anak Agung Gede Agung Artha Kusuma Jovanka Fauzia Mantiri Kadek Budi Indrayana Komang Agus Satria Pramudana