Raihan Ahmad Fahrezi, - and Chairul Furqon, - and Mokh. Adib Sultan, - (2025) PENGARUH SOCIAL MEDIA MARKETING MELALUI BRAND AWARENESS TERHADAP PURCHASE INTENTION LAYANAN INTERNET FIRST MEDIA :Survey pada Pengikut Instagram @firstmediaworld. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap purchase intention layanan internet First Media dengan brand awareness sebagai variabel mediasi. Latar belakang penelitian didasari oleh rendahnya jumlah pelanggan First Media dibandingkan pesaing utamanya, meskipun memiliki kualitas jaringan yang kompetitif. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif-verifikatif melalui survei daring pada pengikut akun Instagram @firstmediaworld. Jumlah sampel ditentukan dengan teknik non-probability sampling menggunakan purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan software SmartPLS v4, meliputi pengujian outer model, inner model, serta uji hipotesis. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara social media marketing terhadap purchase intention baik secara langsung maupun melalui mediasi brand awareness. Temuan ini menegaskan bahwa optimalisasi strategi pemasaran digital melalui Instagram dapat meningkatkan kesadaran merek sekaligus mendorong minat beli konsumen. Implikasi dari penelitian ini adalah perlunya First Media memperkuat strategi konten interaktif, konsistensi komunikasi merek, serta pemanfaatan fitur Instagram Ads untuk meningkatkan efektivitas pemasaran digital. This study aims to analyze the effect of social media marketing on the purchase intention of First Media internet services with brand awareness as a mediating variable. The background of this study is based on the low number of First Media customers compared to its main competitors, despite having competitive network quality. The research method used is quantitative with a descriptive-verificative approach through an online survey of followers of the Instagram account @firstmediaworld. The sample size was determined using non-probability sampling with purposive sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS v4 software, including outer model testing, inner model testing, and hypothesis testing. The results of the study indicate that there is a positive and significant influence between social media marketing and purchase intention, both directly and through brand awareness mediation. These findings confirm that optimizing digital marketing strategies through Instagram can increase brand awareness while encouraging consumer purchase interest. The implications of this study are that First Media needs to strengthen its interactive content strategy, brand communication consistency, and utilization of Instagram Ads features to increase the effectiveness of digital marketing.
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Item Type: | Thesis (S1) |
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Additional Information: | ID SINTA Dosen Pembimbing : Chairul Furqon : 5994043 Mokh. Adib Sultan : 6002446 |
Uncontrolled Keywords: | Social media marketing, Brand Awareness, Purchase Intention, First Media, SEM-PLS |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
Depositing User: | Raihan Ahmad Fahrezi |
Date Deposited: | 15 Oct 2025 08:11 |
Last Modified: | 15 Oct 2025 08:11 |
URI: | http://repository.upi.edu/id/eprint/142428 |
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