PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI: Studi pada Instagram @Bakmie.Haochi

Siti Alnazwa Rivania Nanlohy, - and Adam Hermawan, - and Syti Sarah Maesaroh, - (2025) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI: Studi pada Instagram @Bakmie.Haochi. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini mengkaji pengaruh social media marketing activities terhadap brand awareness dan purchase intention pada pengikut akun Instagram @bakmie.haochi. Dengan menggunakan pendekatan kuantitatif melalui metode asosiatif kausal, data diperoleh dari 364 responden melalui kuesioner daring dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa social media marketing activities berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, social media marketing activities juga berpengaruh positif dan signifikan terhadap brand awareness. Selanjutnya, brand awareness terbukti berpengaruh positif terhadap purchase intention, meskipun dampaknya relatif kecil. Lebih lanjut, social media marketing activities juga berpengaruh terhadap purchase intention secara tidak langsung melalui brand awareness sebagai variabel mediasi. Sehingga, perusahaan disarankan untuk memprioritaskan pembangunan brand awareness terlebih dahulu melalui social media marketing activities guna mendorong purchase intention. This study analyzes the effect of social media marketing activities on brand awareness and purchase intention among followers of the Instagram account @Bakmie.haochi. Using a quantitative approach through the causal associative method, data was obtained from 364 respondents through an online questionnaire and analyzed using PLS-SEM. The results of the study indicate that social media marketing activities have a positive and significant effect on purchase intention. Additionally, social media marketing activities also have a positive and significant influence on brand awareness. Furthermore, brand awareness was found to have a positive influence on purchase intent, although the effect was relatively small. Additionally, social media marketing activities also influence purchase intent indirectly through brand awareness as a mediating variable. Therefore, companies are advised to prioritize brand awareness development through social media marketing activities to drive purchase intention.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=XEC5H6AAAAAJ ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Syti Sarah Maesaroh: 6681118
Uncontrolled Keywords:	Social Media Marketing Activities, Purchase intention, Brand awareness Social Media Marketing Activities, Purchase intention, Brand awareness
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Siti Alnazwa Rivania Nanlohy
Date Deposited:	13 Oct 2025 07:55
Last Modified:	13 Oct 2025 07:55
URI:	http://repository.upi.edu/id/eprint/141941

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