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All Journal JURNAL AKADEMIK EKONOMI DAN MANAJEMEN
Hidayat, Syuhdan Ahmad
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Social Media Marketing dan Brand Awareness Terhadap E-commerce Purchase Decision: Sebuah kajian Literatur Hidayat, Syuhdan Ahmad; Vania, Amelindha
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 1 No. 4 (2024): Desember
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v1i4.3311

Abstract

This study analyzes the impact of Social Media Marketing (SMM) and brand awareness on e-commerce purchase decisions. SMM has proven effective in enhancing brand visibility, building consumer relationships, and strengthening brand awareness, which in turn influences purchasing decisions. Brand awareness acts as a mediating variable that connects SMM to consumer purchase decisions. Factors such as Electronic Word of Mouth (E-WOM) and consumer engagement also play a significant role in enhancing the impact of SMM on purchasing decisions. The research employs a systematic literature review method by collecting articles with google scholar and publish or perish application, using keywords such as "Social Media Marketing," "Brand Awareness," and "E-commerce Purchase Decision." Data analysis is conducted descriptively to identify relevant trends and patterns. The findings provide insights for e-commerce companies to leverage social media in boosting brand awareness and influencing purchase decisions.
Co-Authors Amelindha Vania