PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION

Abstrak

The development of technology in this era of globalization is very fast. Social media marketing is important for any marketing strategy. Social media marketing must be done creatively and attractively to form brand awareness so that it can increase purchase intention. This study aims to explain the role of brand awareness in mediating the influence of social media marketing on purchase intention. The research object is the Chatime product in Denpasar City. Data were collected using an online questionnaire with a total sample of 120 respondents. The sampling method used in the study was non-probability sampling, namely purposive sampling technique. The analysis technique uses path analysis and single test. The results of this study indicate that social media marketing has a positive and significant effect on purchase intention and brand awareness; brand awareness has a positive and significant effect on purchase intention; brand awareness significantly mediates the effect of social media marketing on purchase intention. The Chatime company should add features to avatars, giveaway, quizzes, vouchers, fun facts and advertising stars, as well as create informative advertisements and attractive advertisements such as: the use of animations, characters, music, and unique images and fonts.
Keywords : social media marketing, brand awareness, purchase intention