Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Mediasi - Abdillah, Hanif Abror; Pradana, Bayu Ilham (Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 2023)
PASTEI’Z Malang is a pastry business that utilizes Instagram social media to market its products. Through the Instagram account @pasteizmalang, consumers can find out the various product variants being sold as well as various information related to the business. But like a business that has competitors, PASTEI’Z Malang must continue to strive to improve its performance, one of which is through social media marketing. The approach in this research is a quantitative approach. This type of research is explanatory research. The population in this study were PASTEI’Z Malang consumers who followed social media @pasteizmalang as many as 3,411 consumers. The sample calculation used in this study was determined using the Slovin formula so that the sample analyzed was 193 respondents. Data processing uses Partial Least Square (Smart-PLS) version 3.0. pls. the results of the study show that social media marketing has a significant effect on PASTEI’Z Malang brand awareness, social media marketing has a significant effect on PASTEI’Z Malang purchase intention, brand awareness has a significant effect on PASTEI’Z Malang purchase intention, and social media marketing has a significant effect on purchases intention through brand awareness as a mediating variable.   Abstrak PASTEI’Z Malang merupakan salah satu bisnis di bidang pastry yang memanfaatkan media sosial instagram dalam memasarkan produknya. Melalui akun instagram @pasteizmalang, konsumen dapat mengetahui berbagai varian produk yang dijual serta berbagai informasi terkait bisnis tersebut. Namun layaknya bisnis yang memiliki kompetitor, PASTEI’Z Malang harus terus berupaya dalam meningkatkan kinerjanya, salah satunya melalui social media marketing. Pendekatan dalam penelitian ini adalah pendekatan kuantitatif. Jenis penelitian ini adalah explanatory research (penelitian penjelasan). Populasi pada penelitian ini ialah konsumen PASTEI’Z Malang yang mengikuti media sosial @pasteizmalang sebanyak 3.411 konsumen. Perhitungan sampel yang digunakan dalam penelitian ini ditentukan dengan menggunakan rumus Slovin sehingga sampel yang dianalisis sebanyak 193 responden. Pengolahan data menggunakan program Partial Least Square (Smart-PLS) versi 3.0. PLS. hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap brand awareness PASTEI’Z Malang, social media marketing berpengaruh signifikan terhadap purchase intention PASTEI’Z Malang, brand awareness berpengaruh signifikan terhadap purchase intention PASTEI’Z Malang, dan social media marketing berpengaruh signifikan terhadap purchase intention melalui brand awareness sebagai variabel mediasi.