PERAN BRAND AWARENESS MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION AYAM BETUTU SRIKANDI - Ni Kadek Ayu Intan Maharani; Gede Bayu Rahanatha (Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana, 2026)
Tujuan penelitian ini adalah untuk mengetahui bagaimana kesadaran merek (brand awareness) berperan sebagai perantara dalam pengaruh pemasaran media sosial (social media marketing) dan niat beli produk (purchase intention) Ayam Betutu Srikandi. Lokasi Penelitian dilakukan di Kabupaten Badung karena merupakan salah satu daerah yang menjadi pusat pariwisata di Bali. Penelitian ini menggunakan teknik penentuan sampel non probability sampling dengan metode purposive sampling dikarenakan populasi penelitian yang infinit sehingga sampel yang digunakan pada penelitian ini sebanyak 100 sampel. Pengumpulan data dilakukan melalui penyebaran kuesioner dan google form yang pengukurannya menggunakan skala Likert. Untuk menguji kelayakan instrumen, dilakukan uji validitas dan uji reliabilitas. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji asumsi klasik, analisis jalur (path analysis), uji Sobel, serta uji Variance Accounted For (VAF). Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase intention dan brand awareness. Sedangkan, brand awareness berpengaruh positif dan signifikan terhadap purchase intention secara langsung maupun sebagai mediasi antara pengaruh social media marketing dan purchase intention. Saran bagi Ayam Betutu Srikandi adalah meningkatkan aktivitas media sosial dengan konten menarik, rutin memposting konten media sosial, merespons interaksi konsumen, dan menyajikan informasi produk secara lengkap. The purpose of this study was to determine how brand awareness acts as an intermediary in the influence of social media marketing and purchase intention of Ayam Betutu Srikandi. The research location was conducted in Badung Regency because it is one of the areas that are the center of tourism in Bali. This study used a non-probability sampling technique with a purposive sampling method due to the infinite research population, so the sample used in this study was 100 samples. Data collection was carried out through the distribution of questionnaires and Google Forms with measurements using a Likert scale. To test the feasibility of the instrument, validity and reliability tests were conducted. Data analysis techniques used included descriptive analysis, classical assumption tests, path analysis, Sobel tests, and Variance Accounted For (VAF) tests. The results showed that social media marketing has a positive and significant effect on purchase intention and brand awareness. Meanwhile, brand awareness has a positive and significant effect on purchase intention directly and as a mediator between the influence of social media marketing and purchase intention. Suggestions for Ayam Betutu Srikandi include increasing social media activity with engaging content, regularly posting social media content, responding to consumer interactions, and providing comprehensive product information.