<![CDATA[The bread, cake, and pastry business is an MSME sector that continues to grow alongside the increasing use of social media for digital marketing. Business owners are required to implement effective marketing strategies, specifically social media marketing, brand awareness building, and appropriate price discounting, to boost consumer purchase intention and purchasing decisions. This study aims to analyze and test the influence of social media marketing, brand awareness, and price discounts on purchasing decisions at the "Bu Ucik" Bakery in Kalianget Village, Situbondo Regency, with purchase intention serving as an intervening variable. A simple random sampling technique was employed, resulting in a sample size of 126 respondents. Data analysis and hypothesis testing were conducted using the Structural Equation Modeling–Partial Least Squares (PLS-SEM) method with the SmartPLS 3.0 application. The hypothesis testing results indicate that social media marketing has a negative but insignificant effect on purchase intention, whereas brand awareness and price discounts have positive and significant effects on purchase intention. Furthermore, price discounts have a positive and significant effect on purchasing decisions, while social media marketing, brand awareness, and purchase intention have positive but insignificant effects on purchasing decisions. Additionally, purchase intention does not significantly mediate the relationship between social media marketing, brand awareness, or price discounts and purchasing decisions.]]>
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