PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION - I Wayan Pedi Suardita; I Wayan Santika (Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana, 2026)
Penelitian ini bertujuan untuk menguji peran brand image dalam memediasi pengaruh social media marketing terhadap purchase intention pada konsumen Kanatya Creative di Kota Denpasar. Latar belakang penelitian ini didasari oleh pentingnya memahami faktor-faktor yang memengaruhi niat beli konsumen di tengah persaingan ketat industri ekonomi kreatif, khususnya dalam bidang fotografi. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan teknik analisis jalur (path analysis) dan uji Sobel. Sebanyak 100 responden dipilih melalui teknik purposive sampling. Instrumen penelitian berupa kuesioner menggunakan skala Likert 1-5, dan data yang terkumpul dianalisis dengan bantuan perangkat lunak berupa SPSS. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, social media marketing juga berpengaruh positif dan signifikan terhadap brand image, yang pada gilirannya turut memberikan pengaruh signifikan terhadap purchase intention. Temuan ini menegaskan bahwa brand image mampu menjadi variabel mediasi yang signifikan dalam hubungan antara social media marketing dan purchase intention. Implikasi dari penelitian ini menunjukkan bahwa pelaku usaha, khususnya UMKM di sektor fotografi, perlu memaksimalkan strategi social media marketing guna membentuk citra merek yang kuat untuk mendorong niat beli konsumen secara berkelanjutan. This study aims to examine the mediating role of brand image in the influence of social media marketing on purchase intention among consumers of Kanatya Creative in Denpasar City. The research is based on the need to understand key factors influencing consumer behavior in the increasingly competitive creative economy, particularly within the photography sector. A quantitative associative approach was applied, utilizing path analysis and the Sobel test. Data were gathered from 100 respondents selected through purposive sampling, using a Likert-scale questionnaire as the primary instrument. The data were then analyzed using SPSS software. The results indicate that social media marketing has a positive and significant effect on purchase intention. Additionally, social media marketing significantly enhances brand image, which in turn positively and significantly affects purchase intention. Furthermore, brand image serves as a significant mediator in the relationship between social media marketing and purchase intention. These findings suggest that building a strong brand image through effective social media marketing can substantially boost consumer purchase intentions. The study provides practical implications for business actors, particularly micro, small, and medium enterprises (UMKM), highlighting the importance of strategic digital branding efforts in driving consumer engagement and achieving long-term marketing success.