eprintid: 139210 rev_number: 34 eprint_status: archive userid: 218562 dir: disk0/00/13/92/10 datestamp: 2025-09-15 07:38:43 lastmod: 2025-09-15 07:38:43 status_changed: 2025-09-15 07:38:43 type: thesis metadata_visibility: show creators_name: Rissa Fajar Rizqi, - creators_name: Asep Miftahuddin, - creators_name: Arief Budiman, - creators_nim: NIM2107501 creators_nim: NIDN3278060807820008 creators_nim: NIDN0004108405 creators_id: rissyafajjar@upi.edu creators_id: asepmiftahuddin@upi.edu creators_id: arief.budiman@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Asep Miftahuddin, - contributors_name: Arief Budiman, - contributors_name: , contributors_nidn: NIDN3278060807820008 contributors_nidn: NIDN0004108405 contributors_id: asepmiftahuddin@upi.edu contributors_id: arief.budiman@upi.edu title: PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI MEDIASI PADA PRODUK SEPATU COMPASS: Survei pada Followers Instagram @Sepatucompass ispublished: pub subjects: HD subjects: L1 divisions: Man full_text_status: restricted keywords: Social Media Marketing, Purchase Intention, Brand Awareness, Sepatu Compass. Social Media Marketing, Purchase Intention, Brand Awareness, Compass Shoes. note: https://scholar.google.com/citations?hl=en&user=zF7pxDEAAAAJ&view_op=list_works&gmla=AH8HC4zjeeFZ_ZV0xlPNS1N2Cjmj02TSbTtAJhIUb5CBf8gzQb0OI8M351FSYscnytWnHBV5sfSU-UWacQR5gGyh ID Sinta Dosen Pembimbing Asep Miftahuddin: 3278060807820008 Arief Budiman: 0004108405 abstract: Penelitian ini bertujuan menguji pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai variabel mediasi pada konsumen sepatu lokal Compass. Mengingat ketatnya persaingan dalam bisnis digital, media sosial menjadi strategi penting untuk menjangkau konsumen dan membentuk persepsi merek. Studi ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 223 responden, yaitu pengikut akun Instagram @sepatucompass. Analisis data dilakukan dengan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) menggunakan SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness, serta brand awareness berpengaruh signifikan terhadap purchase intention. Selain itu, terdapat pengaruh tidak langsung yang signifikan dari social media marketing terhadap purchase intention melalui brand awareness sebagai mediator. Hal ini menunjukkan bahwa peningkatan aktivitas pemasaran di media sosial dapat mendorong niat beli konsumen secara tidak langsung melalui peningkatan kesadaran merek. Temuan ini memberikan implikasi bahwa strategi pemasaran digital tidak hanya harus fokus pada konten promosi, tetapi juga pada pembentukan brand awareness yang kuat. Perusahaan disarankan untuk terus mengembangkan konten media sosial yang relevan, menarik, dan mudah diingat guna memperkuat citra merek dan meningkatkan keterlibatan konsumen. Dengan demikian, upaya pemasaran dapat lebih efektif dalam mengubah perhatian menjadi minat beli yang nyata. This study aims to examine the effect of Social Media Marketing on Purchase Intention with Brand Awareness as a mediating variable among consumers of the local brand Compass. In the midst of increasingly competitive digital business environments, social media has become a key strategy for reaching consumers and shaping brand perception. This research employs a quantitative approach using a survey method involving 223 respondents who are official Compass social media account followers. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9 software. The results indicate that social media marketing has a positive and significant effect on brand awareness, and brand awareness significantly influences purchase intention. Furthermore, social media marketing is found to have a significant indirect effect on purchase intention through brand awareness as a mediating variable. In other words, brand awareness significantly mediates the relationship between social media marketing activities and consumers’ purchase intention toward Compass products. This study implies that digital marketing efforts through social media should be accompanied by strategies that enhance brand awareness to maximize consumer purchase intention. Companies are advised to continuously strengthen their brand presence on social media by creating content that is relevant, engaging, and memorable for their audience. date: 2025-08-22 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI61201#Manajemen_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: Rissa Fajar Rizqi, - and Asep Miftahuddin, - and Arief Budiman, - (2025) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI MEDIASI PADA PRODUK SEPATU COMPASS: Survei pada Followers Instagram @Sepatucompass. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/139210/4/S_PEM_2107501_Title.pdf document_url: http://repository.upi.edu/139210/3/S_PEM_2107501_Chapter%201.pdf document_url: http://repository.upi.edu/139210/1/S_PEM_2107501_Chapter%202.pdf document_url: http://repository.upi.edu/139210/5/S_PEM_2107501_Chapter%203.pdf document_url: http://repository.upi.edu/139210/6/S_PEM_2107501_Chapter%204.pdf document_url: http://repository.upi.edu/139210/2/S_PEM_2107501_Chapter%205.pdf document_url: http://repository.upi.edu/139210/7/S_PEM_2107501_Appendix.pdf