<![CDATA[Penelitian ini menganalisis dampak social media marketing dan brand awareness terhadap willingness to buy pada e-commerce Tokopedia di kalangan mahasiswa Universitas Ciputra Makassar. Dengan meningkatnya penetrasi internet Indonesia yang mencapai 185 juta pengguna dan dominasi Tokopedia dengan 71,68 juta kunjungan per bulannya, strategi pemasaran digital menjadi krusial dalam mempengaruhi perilaku konsumen. Penelitian kuantitatif ini menggunakan total 93 responden mahasiswa yang dipilih melalui purposive sampling dengan kriteria pengguna aktif Tokopedia dan media social. Data dianalisis menggunakan Partial Least Square (PLS) dengan software SmartPLS 4.1.2. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap willingness to buy (B=0,515; p<0,001). Brand awareness juga berpengaruh signifikan terhadap willingness to buy (B=0,528; p<0,001). Temuan utama membuktikan brand awareness memediasi hubungan social media marketing dengan willingness to buy secara parsial (indirect effect=0,277; p<0,001). Penelitian ini berkontribusi pada literatur digital marketing dengan mengonfirmasi efektivitas strategi media sosial dalam membangun kesadaran merek dan mendorong minat beli konsumen melalui konten interaktif dan tren terkini. This study analyzes the impact of social media marketing and brand awareness on willingness to buy on Tokopedia e-commerce among students at Ciputra University Makassar. With the increasing penetration of Indonesian internet reaching 185 million users and Tokopedia's dominance with 71.68 million visits per month, digital marketing strategies are crucial in influencing consumer behavior. This quantitative study used a total of 93 student respondents selected through purposive sampling with the criteria of active Tokopedia and social media users. Data were analyzed using Partial Least Square (PLS) with SmartPLS 4.1.2 software. The results showed that social media marketing had a significant effect on willingness to buy (B = 0.515; p <0.001). Brand awareness also had a significant effect on willingness to buy (B = 0.528; p <0.001). The main findings prove that brand awareness mediates the relationship between social media marketing and willingness to buy partially (indirect effect = 0.277; p <0.001). This study contributes to the digital marketing literature by confirming the effectiveness of social media strategies in building brand awareness and driving consumer purchase intention through interactive content and current trends.]]>
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