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All Journal eMBeJi : Manajemen dan Bisnis Jurnal
Apriandana, Rizky Andrianto
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Branding Awareness Sebagai Mediasi Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian Generasi Z Kota Malang Apriandana, Rizky Andrianto; Rokhman, M. Taufiq Noor; Kirom, Novita Rifaul
Manajemen & Bisnis Jurnal Vol 11 No 2 (2025): Vol 11 No 2 (2025)
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/embeji.v11i2.285

Abstract

The purpose of this study was to determine and analyze the direct influence of brand awareness and digital marketing on purchasing decisions, and brand awareness on digital marketing. Furthermore, we analyzed brand awareness as a mediator of the influence of digital marketing on purchasing decisions. The analysis tool used was Smart PLS, with a sample of 106 Generation Z consumers who purchased products from the influencer Aghnia Cosmetic Products. The results showed that digital marketing directly influenced brand awareness and purchasing decisions for Byebadskin skincare products. Brand awareness can mediate the influence of digital marketing on purchasing decisions for Byebadskin skincare products.
Co-Authors M. Taufiq Noor Rokhman Novita Rifaul Kirom, Novita Rifaul