Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Jurnal Perikanan
Hamonangan , Yeremia Neuville
Unknown Affiliation
Agriculture, Biological Sciences & Forestry

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

Found 1 Documents
Search

 1 
THE ROLE OF INSTAGRAM MARKETING AND BRAND AWARENESS IN DRIVING PURCHASE DECISIONS OF SEAFOOD AT FOREMORE RESTO & CAFE, SURABAYA: THE MEDIATING EFFECT OF PURCHASE INTENTION Abidin, Zainal; Hamonangan , Yeremia Neuville
Jurnal Perikanan Unram Vol 15 No 3 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i3.1496

Abstract

Social media marketing strategies have become a solution to enhance business competitiveness, particularly for entrepreneurs in the fisheries sector. However, intense competition and low brand awareness of new seafood menu offerings pose challenges for Foremore Resto & Cafe. This study aims to analyze the influence of social media marketing, brand awareness, and purchase intention on purchasing decisions for seafood products at Foremore Resto & Cafe. Data on consumer behavior were collected from 143 respondents using a questionnaire. The data analysis techniques employed include Structural Equation Modeling Partial Least Squares (SEM-PLS) using WarpPLS version 8.0 and quantitative descriptive analysis. The findings indicate that social media marketing and brand awareness play a crucial role in increasing consumers' purchase intention toward seafood products at Foremore Resto & Cafe. Brand awareness directly contributes to enhancing purchasing decisions, whereas social media marketing does not show a direct influence on purchasing decisions. Thus, optimizing social media marketing and brand awareness are key factors in fostering an effective purchase intention that leads to increased purchasing decisions for seafood products at Foremore Resto & Cafe.
Co-Authors Zainal Abidin