Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Vol 5, No 4 (2022): Budapest International Research and Critics Institute November

Brand Awareness Mediate the Influence of Social Media Marketing and Online Advertising on Purchase Decision

Lidwina Larasati Ayuningtyas (Unknown)
Rosdiana Sijabat (Unknown)

Article Info

Publish Date
12 Oct 2022

Abstract

This research aims to understand whether social media marketing, online advertising and brand awareness as a mediator are positively related to purchase decision through Shopee. The target population are customers who lived in Jakarta and use Shopee. The data was collected using questionnaire sampling method. The data was analyzed using Partial Least Square-Structural Equation Modeling approach of SmartPLS 3.0 software. The results show that not all hypothesis were positively related to purchase decision. In addition, online advertising and brand awareness are positively related to purchase decision, while social media marketing is not 

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Journal Info
Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Website

Abbrev

birci

Publisher

Budapest International Research and Critics University Journal

Subject

Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

Description

Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences is a peer-reviewed journal published in February, May, August and November by Budapest International Research and Critics University Journal (BIRCU-Journal). BIRCI welcomes research papers in ...