eprintid: 141941 rev_number: 43 eprint_status: archive userid: 219538 dir: disk0/00/14/19/41 datestamp: 2025-10-13 07:55:35 lastmod: 2025-10-13 07:55:35 status_changed: 2025-10-13 07:55:35 type: thesis metadata_visibility: show creators_name: Siti Alnazwa Rivania Nanlohy, - creators_name: Adam Hermawan, - creators_name: Syti Sarah Maesaroh, - creators_nim: NIM2100627 creators_nim: NIDN0005019302 creators_nim: NIDN0025069005 creators_id: sitialnazwa@upi.edu creators_id: adamhermawan@upi.edu creators_id: sytisarah@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Adam Hermawan, - contributors_name: Syti Sarah Maesaroh, - contributors_nidn: NIDN0005019302 contributors_nidn: NIDN0025069005 contributors_id: adamhermawan@upi.edu contributors_id: sytisarah@upi.edu title: PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI: Studi pada Instagram @Bakmie.Haochi ispublished: pub subjects: L1 divisions: BIDI_S1_TSK full_text_status: restricted keywords: Social Media Marketing Activities, Purchase intention, Brand awareness Social Media Marketing Activities, Purchase intention, Brand awareness note: https://scholar.google.com/citations?hl=en&user=XEC5H6AAAAAJ ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Syti Sarah Maesaroh: 6681118 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. date: 2025-08-22 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI61209#Bisnis Digital_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: 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. document_url: http://repository.upi.edu/141941/1/S_BIDI_2100627_Title.pdf document_url: http://repository.upi.edu/141941/2/S_BIDI_2100627_Chapter1.pdf document_url: http://repository.upi.edu/141941/3/S_BIDI_2100627_Chapter2.pdf document_url: http://repository.upi.edu/141941/4/S_BIDI_2100627_Chapter3.pdf document_url: http://repository.upi.edu/141941/5/S_BIDI_2100627_Chapter4.pdf document_url: http://repository.upi.edu/141941/6/S_BIDI_2100627_Chapter5.pdf document_url: http://repository.upi.edu/141941/7/S_BIDI_2100627_Appendix.pdf