<![CDATA[This study aims to analyze the impact of influencer marketing on the purchase intention of prospective coffee shop customers, with brand awareness serving as a mediating variable. A quantitative approach was employed, involving 80 respondents residing in Bogor, West Java. The sample was selected using a non-probability purposive sampling technique based on criteria aligned with the research objectives. Data were collected via a questionnaire using a 1–5 Likert scale and subsequently analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software (version 4.1.1.8). The results indicate that influencer marketing has a positive and significant effect on the purchase intention of prospective coffee shop customers in Bogor. Brand awareness was also found to have a positive and significant impact on purchase intention. Furthermore, brand awareness was shown to mediate the effect of influencer marketing on purchase intention. These findings suggest that influencer marketing strategies not only directly boost consumer interest but also strengthen brand recognition and recall, thereby driving an increase in purchase intention among prospective customers.]]>
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