Social Media Marketing, Electronic Word-of-Mouth, dan Brand Awareness untuk Memprediksi Purchase Intention - Vanessa, Vanessa; Keni, Keni (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, 2025)
Penelitian ini menganalisa pengaruh social media marketing, electronic word-of-mouth (EWOM), dan brand awareness terhadap purchase intention produk bisnis toko baju online. Metode yang digunakan adalah Partial Least Square - Structural Equation Modeling (PLS-SEM). Temuan utama menunjukkan bahwa ketiga faktor tersebut secara signifikan mempengaruhi niat beli. Penelitian ini menyarankan penguatan strategi pemasaran melalui media sosial dan manajemen efektif terhadap EWOM untuk optimasi pasar. Kontribusinya adalah memperdalam pemahaman tentang perilaku konsumen dalam konteks pasar pakaian digital saat ini. This research examines the impact of social media marketing, electronic word-of-mouth (EWOM), and brand awareness on the purchase intention of bisnis toko baju online products. The method used is Partial Least Square - Structural Equation Modeling (PLS-SEM). The main findings indicate that all three factors significantly influence purchase intention. The study suggests strengthening marketing strategies through social media and effective management of EWOM to optimize market outcomes. Its contribution lies in deepening the understanding of consumer behavior in the context of the current digital market.