PERAN KESADARAN MEREK MEMEDIASI PENGARUH DAYA TARIK PROMOSI MEDIA SOSIAL TERHADAP NIAT BELI

Abstrak

Consumer purchase intention is the desire and tendency of consumers to buy advertised products because there is a possibility that consumers will buy these products in the future. Purchase intention is often used to analyze consumer behavior. This study aims to determine the role of brand awareness in mediating the influence of the attractiveness of social media promotions on purchase intentions for Georgios Women brand fashion products in Denpasar City. This study used a sample size of 120 people through purposive sampling method. The analysis technique used is path analysis and Sobel test. The results showed that the attractiveness of social media promotion had a positive and significant effect on brand awareness, the attractiveness of social media promotion had a positive and significant effect on purchase intention, brand awareness had a positive and significant effect on purchase intention. The results showed a positive influence between social media promotion attractiveness variables on purchase intentions through brand awareness variables.